https://amyyugray.com It's Amy Wed, 08 Jul 2026 19:06:35 +0000 https://amyyugray.com en https://amyyugray.com/Home Wed, 24 Oct 2018 02:56:38 +0000 It's Amy https://amyyugray.com/Home Hello, it’s Amy. I am a design leader who lives, works, and dreams in San Francisco. I believe in the importance of design in everyday experiences. My design practice centers on translating complex ideas into emotionally resonant visual narratives, from campaigns, environments, exhibitions, and brand. I have years of experience leading through org changes, mentoring a team of 10+ designers, and owning brand systems. https://amyyugray.com/Fisher-Collection-Reimagined Sat, 09 May 2026 22:21:26 +0000 It's Amy https://amyyugray.com/Fisher-Collection-Reimagined Fisher Collection ReimaginedRedesigning a major collection of modern art to tell new stories and make new connections between artists and artworks Creative Direction, Led interdisciplinary design team <img width="4000" height="2325" width_o="4000" height_o="2325" data-src="https://freight.cargo.site/t/original/i/1f7f54369d03ec52a796eaa44ab8923b4a8cb28fc270e059d6f0c0c1d6823f30/x2026.4616.4_04_P02-Artsy-JPEG_4000-pixels-long.jpg" data-mid="248092426" border="0" src="https://freight.cargo.site/w/1000/i/1f7f54369d03ec52a796eaa44ab8923b4a8cb28fc270e059d6f0c0c1d6823f30/x2026.4616.4_04_P02-Artsy-JPEG_4000-pixels-long.jpg" /> <img width="1941" height="2401" width_o="1941" height_o="2401" data-src="https://freight.cargo.site/t/original/i/34cc2378b0edda22b2c45ab87246800f607b948b7e9f53d76c2cf1aa509b086b/FisherMemberNight2026_04172026_102-Artsy-JPEG_4000-pixels-long.jpg" data-mid="248092824" border="0" data-scale="81" src="https://freight.cargo.site/w/1000/i/34cc2378b0edda22b2c45ab87246800f607b948b7e9f53d76c2cf1aa509b086b/FisherMemberNight2026_04172026_102-Artsy-JPEG_4000-pixels-long.jpg" /> For the 10th anniversary of the Fisher Collection coming to SFMOMA, a total reinstallation of the galleries was developed to foreground storytelling and visitor experience.&nbsp; For this project, I oversaw the design for the four floor project, leading a team of exhibition and graphic designers to complete a rehang of over 40% of the museum gallery spaces, which included nearly 250 works by 35 artists, across roughly 60,000 square feet. The scope of the project also included a brand new hands-on interactive space for all ages called the Co-Lab and a visual identity to encompass the project for promotion across print and digital channels.To provide context and a conceptual framework for the collection, a series of exhibitions within an exhibition were conceived:&nbsp;Claes Oldenburg + Coosje van Bruggen: Thinking Big (Floor 3), Ways of Seeing: Fourteen Artists (Floor 4), Calder, Kelly, LeWitt: Fundamentals of Form (Floor 5), Memory and Matter: Personal and Collective Histories (Floor 6). In addition to the distinctive typographic treatments for each floor to introduce museum-goers to the themes of the exhibitions, our team developed new affordances to help the public make meaning from the art on view. This included new systems for displaying information, from object labels to wayfinding to storytelling stations with embedded audio and video. This series of exhibitions also served as a testing ground for new inclusive design initiatives, including touch objects, tactile maps and accessible seating prototypes. The work Design began with collaboration across departments with curatorial, marketing, interpretation, education, visitor experience, construction and fabrication teams and included rough prototyping to test our concepts and design thinking workshops to activate non-designers.&nbsp;Success is being measured through focus groups, exit surveys, and visitor observation — an approach the project's leaders have compared to “running a science experiment.” SFMOMA director Christopher Bedford called the reinstallation “a pilot for the whole museum.” The reinstallation was covered by The New York Times and profiled in SFMOMA's own editorial series. <img width="2382" height="1162" width_o="2382" height_o="1162" data-src="https://freight.cargo.site/t/original/i/2f5c9b7ce5fcbf80d8dee9585a0c4c4873be8570ea649b1e8f95044e11cf5326/Screenshot-2026-07-08-at-9.31.39PM.png" data-mid="250237539" border="0" src="https://freight.cargo.site/w/1000/i/2f5c9b7ce5fcbf80d8dee9585a0c4c4873be8570ea649b1e8f95044e11cf5326/Screenshot-2026-07-08-at-9.31.39PM.png" /> From top left to right: images 1-2, design sprint whiteboard with research images and sticky-note affinity mapping for Co-Lab design process; images 3-4, Early full-scale mockup testing wall-unit form factor and typography at actual viewing height; images 5-6, Color swatch testing cmyk vs paint; image 7, final installation process. <img width="1210" height="966" width_o="1210" height_o="966" data-src="https://freight.cargo.site/t/original/i/53e5a82a4517a6f1dac85aeb7f9249c070e8ee89335ee35b737b38eb078dd88a/IMG_0845.jpeg" data-mid="250235196" border="0" src="https://freight.cargo.site/w/1000/i/53e5a82a4517a6f1dac85aeb7f9249c070e8ee89335ee35b737b38eb078dd88a/IMG_0845.jpeg" /> <img width="1512" height="2016" width_o="1512" height_o="2016" 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src="https://freight.cargo.site/w/1000/i/c3fc093132d73a957a1bb199e7bd3cb8467086733a114757842b384a655f4dea/Section-Panel_vinyls.jpeg" /> <img width="4000" height="2877" width_o="4000" height_o="2877" data-src="https://freight.cargo.site/t/original/i/2e55c7a8e03c4dd01b0e6d93968f48f6daa9afe4d68eba7030c7a5d02110783e/x2026.4616.3_03_P02-Artsy-JPEG_4000-pixels-long.jpg" data-mid="248092428" border="0" data-scale="87" src="https://freight.cargo.site/w/1000/i/2e55c7a8e03c4dd01b0e6d93968f48f6daa9afe4d68eba7030c7a5d02110783e/x2026.4616.3_03_P02-Artsy-JPEG_4000-pixels-long.jpg" /><img width="4000" height="2995" width_o="4000" height_o="2995" data-src="https://freight.cargo.site/t/original/i/538ca8caf81c5d17bd934d14947d36c35bf9beeb718912f9b7c8a5e2288f054b/x2026.4616.3_04_P01-Artsy-JPEG_4000-pixels-long.jpg" data-mid="248092430" border="0" src="https://freight.cargo.site/w/1000/i/538ca8caf81c5d17bd934d14947d36c35bf9beeb718912f9b7c8a5e2288f054b/x2026.4616.3_04_P01-Artsy-JPEG_4000-pixels-long.jpg" /> <img width="2956" height="1750" width_o="2956" height_o="1750" data-src="https://freight.cargo.site/t/original/i/df4cbaddb9e292609fa62ae5ace8343d3c42081ed9d221ad5c9da8924713eb8a/x2026.4616.2_02_P02-Artsy-JPEG_4000-pixels-long.jpg" data-mid="248092429" border="0" src="https://freight.cargo.site/w/1000/i/df4cbaddb9e292609fa62ae5ace8343d3c42081ed9d221ad5c9da8924713eb8a/x2026.4616.2_02_P02-Artsy-JPEG_4000-pixels-long.jpg" /><img width="1640" height="2194" width_o="1640" height_o="2194" data-src="https://freight.cargo.site/t/original/i/56405cdcb71efa8bb8aa0a92656a409162b001ba54b80e7947676dc508b3d647/IMG_4324.jpeg" data-mid="250298365" border="0" data-scale="70" src="https://freight.cargo.site/w/1000/i/56405cdcb71efa8bb8aa0a92656a409162b001ba54b80e7947676dc508b3d647/IMG_4324.jpeg" /><img width="3600" height="2401" width_o="3600" height_o="2401" data-src="https://freight.cargo.site/t/original/i/23fa55fc6ab7b4ab6c9bafd6bd5d02a532b1f64e667c1bd9493dec592741b131/FisherMemberNight2026_04172026_113-Artsy-JPEG_4000-pixels-long.jpg" data-mid="250298368" border="0" src="https://freight.cargo.site/w/1000/i/23fa55fc6ab7b4ab6c9bafd6bd5d02a532b1f64e667c1bd9493dec592741b131/FisherMemberNight2026_04172026_113-Artsy-JPEG_4000-pixels-long.jpg" /><img width="3600" height="2401" width_o="3600" height_o="2401" data-src="https://freight.cargo.site/t/original/i/8f84d7f5d2816b532730add3b28f35106e37c7314b86639e3bdb444507939afa/FisherMemberNight2026_04172026_109.jpg" data-mid="250298366" border="0" data-scale="54" src="https://freight.cargo.site/w/1000/i/8f84d7f5d2816b532730add3b28f35106e37c7314b86639e3bdb444507939afa/FisherMemberNight2026_04172026_109.jpg" /> <img width="2788" height="2107" width_o="2788" height_o="2107" data-src="https://freight.cargo.site/t/original/i/b496528735e67e3ddef194fff7da47d2be91463dd60ec02bcfdc48360504592f/x2026.4616.4_01_P01-Artsy-JPEG_4000-pixels-long.jpg" data-mid="248092424" border="0" src="https://freight.cargo.site/w/1000/i/b496528735e67e3ddef194fff7da47d2be91463dd60ec02bcfdc48360504592f/x2026.4616.4_01_P01-Artsy-JPEG_4000-pixels-long.jpg" /> <img width="3600" height="2401" width_o="3600" height_o="2401" data-src="https://freight.cargo.site/t/original/i/b701567b7884dc870c7a4c8cc8ecac38671ac9cd81028e2605d6fa86d178dc89/FisherMemberNight2026_04172026_146-Artsy-JPEG_4000-pixels-long.jpg" data-mid="248092436" border="0" src="https://freight.cargo.site/w/1000/i/b701567b7884dc870c7a4c8cc8ecac38671ac9cd81028e2605d6fa86d178dc89/FisherMemberNight2026_04172026_146-Artsy-JPEG_4000-pixels-long.jpg" /> <img width="4000" height="2986" width_o="4000" height_o="2986" data-src="https://freight.cargo.site/t/original/i/b93899d58126259fb58a5297467ead2b48e2e236c9a3ff47aaa7c05c02638d10/x2026.4616.4_08_P02-Artsy-JPEG_4000-pixels-long.jpg" data-mid="248092425" border="0" src="https://freight.cargo.site/w/1000/i/b93899d58126259fb58a5297467ead2b48e2e236c9a3ff47aaa7c05c02638d10/x2026.4616.4_08_P02-Artsy-JPEG_4000-pixels-long.jpg" /> <img width="4000" height="2334" width_o="4000" height_o="2334" data-src="https://freight.cargo.site/t/original/i/e77f85c42f13e1bb5783dc303ed56a56a02bf6d0782f3f011cb86d2ba8ec5ce7/x2026.4616.4_07_P02-Artsy-JPEG_4000-pixels-long.jpg" data-mid="248092427" border="0" src="https://freight.cargo.site/w/1000/i/e77f85c42f13e1bb5783dc303ed56a56a02bf6d0782f3f011cb86d2ba8ec5ce7/x2026.4616.4_07_P02-Artsy-JPEG_4000-pixels-long.jpg" /> Exhibition Design: Fernanda Carlovich Graphic Design: Caroline Holley and Mina Kim ︎ HomeNext ︎ https://amyyugray.com/SFMOMA-Sans Wed, 08 Jul 2026 19:06:35 +0000 It's Amy https://amyyugray.com/SFMOMA-Sans SFMOMA SansCommissioning and directing a custom accessible typeface to unify a decade-old brand systemDesign Direction <img width="2498" height="1400" width_o="2498" height_o="1400" data-src="https://freight.cargo.site/t/original/i/3532a8bf6bfe31b27d6997e736267b30ff59590cd3178d91668c6fe9e0e96caa/Screenshot-2026-07-08-at-12.24.52PM.png" data-mid="250236936" border="0" src="https://freight.cargo.site/w/1000/i/3532a8bf6bfe31b27d6997e736267b30ff59590cd3178d91668c6fe9e0e96caa/Screenshot-2026-07-08-at-12.24.52PM.png" /> In 2016, I was part of the SFMOMA Design Studio team that developed the museum's original type system — SFMOMA Display and SFMOMA Text, designed by Christoph Koeberlin alongside our new logo and identity. That system carried the brand for nearly a decade. By 2024, accessibility audits told us it wasn't working for everyone. The geometric forms that made the identity distinctive — tight counters, near-perfect circles, subtle distinctions between characters like I, l, and 1 — were exactly what made it hard to read for visitors with low vision or dyslexia. Typography either tells a visitor you belong here, or it tells them this isn't for you. Ours was doing the latter for some of our audience, without anyone intending it to. I wrote the brief and commissioned type designer Olivia King to design a single unified family to replace both Display and Text — one typeface built on accessibility-focused foundations, differentiated enough to stay distinctly SFMOMA, and versatile enough to work across signage, publications, and screens. The work Across several rounds, Olivia and I worked through hundreds of decisions balancing legibility against identity, such as where to soften geometry for readability, where to keep enough character that the museum's typographic voice stayed recognizable. One I'm particularly proud of: the uppercase Q. At small sizes, a Q can be mistaken for an O, which is a real problem on wayfinding signage where a visitor might be scanning quickly. We gave SFMOMA's Q a tail that crosses further into the bowl, disambiguating it at a glance without breaking the letterform's character. In the world SFMOMA Sans soft-launched with Reimagined: The Fisher Collection at 10, the same reinstallation where our team was piloting tactile maps, touch objects, and accessible seating. The typeface became the throughline connecting that R&amp;D to a museum-wide standard, now rolling out across signage, publications, and digital platforms. Read the full account in SFMOMA's own coverage of the project, and see Olivia King's type design process. <img width="1884" height="2198" width_o="1884" height_o="2198" data-src="https://freight.cargo.site/t/original/i/58be1e3cc54e772e916289cddd477b3ad4375074de912136f039bcb00d5eb15c/Screenshot-2026-07-08-at-12.26.30PM.png" data-mid="250236937" border="0" src="https://freight.cargo.site/w/1000/i/58be1e3cc54e772e916289cddd477b3ad4375074de912136f039bcb00d5eb15c/Screenshot-2026-07-08-at-12.26.30PM.png" /> <img width="2390" height="1484" width_o="2390" height_o="1484" data-src="https://freight.cargo.site/t/original/i/dd66bbec21aecf69465af9ca221abe4f34f4b6c159ba62510955158527c33f15/Screenshot-2025-10-29-at-2.42.11PM.png" data-mid="250236963" border="0" src="https://freight.cargo.site/w/1000/i/dd66bbec21aecf69465af9ca221abe4f34f4b6c159ba62510955158527c33f15/Screenshot-2025-10-29-at-2.42.11PM.png" /> <img width="2254" height="1264" width_o="2254" height_o="1264" 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data-src="https://freight.cargo.site/t/original/i/a8d03d834bf902131d40135cbddfd7c6d9b5c2873024c18e4f4a06c475c7f0a2/Screenshot-2026-07-08-at-12.25.40PM.png" data-mid="250236938" border="0" src="https://freight.cargo.site/w/1000/i/a8d03d834bf902131d40135cbddfd7c6d9b5c2873024c18e4f4a06c475c7f0a2/Screenshot-2026-07-08-at-12.25.40PM.png" /> <img width="2502" height="1404" width_o="2502" height_o="1404" data-src="https://freight.cargo.site/t/original/i/08a32455f2d6ce7120e63b5d26900453529c8b41a5ae38882969bf6812bf799a/Screenshot-2026-07-08-at-12.25.13PM.png" data-mid="250236939" border="0" src="https://freight.cargo.site/w/1000/i/08a32455f2d6ce7120e63b5d26900453529c8b41a5ae38882969bf6812bf799a/Screenshot-2026-07-08-at-12.25.13PM.png" /> <img width="2752" height="1534" width_o="2752" height_o="1534" data-src="https://freight.cargo.site/t/original/i/88af965da7f7c99bf746b3d6f0be5a886d86a56498407cbc265158b1fcab6610/Screenshot-2026-07-08-at-9.40.06PM.png" data-mid="250236944" border="0" src="https://freight.cargo.site/w/1000/i/88af965da7f7c99bf746b3d6f0be5a886d86a56498407cbc265158b1fcab6610/Screenshot-2026-07-08-at-9.40.06PM.png" /><img width="4028" height="5590" width_o="4028" height_o="5590" data-src="https://freight.cargo.site/t/original/i/7bafee9712d6f60705b1252289d3a7f9c58c30482a829a61e2ff06128ee7aaed/KentridgeLabel2.jpg" data-mid="250276219" border="0" data-scale="51" src="https://freight.cargo.site/w/1000/i/7bafee9712d6f60705b1252289d3a7f9c58c30482a829a61e2ff06128ee7aaed/KentridgeLabel2.jpg" /><img width="2368" height="1538" width_o="2368" height_o="1538" data-src="https://freight.cargo.site/t/original/i/c529b4275ab063be1a5e9cb3ddbe426a882c5ea06b733fa84e3aee40365461d1/Screenshot-2026-07-08-at-10.08.11PM.png" data-mid="250236969" border="0" src="https://freight.cargo.site/w/1000/i/c529b4275ab063be1a5e9cb3ddbe426a882c5ea06b733fa84e3aee40365461d1/Screenshot-2026-07-08-at-10.08.11PM.png" />Type Design: Olivia KingMastering: Noe BlancoTypographic Consulting: Troy Leinster ︎ HomeNext ︎ https://amyyugray.com/Grow-with-Google Tue, 16 Oct 2018 16:00:12 +0000 It's Amy https://amyyugray.com/Grow-with-Google Grow with GoogleA traveling pop-up workshop with an approachable environment and wayfinding system to empower tech newbies across AmericaLead designer, Concept to Execution <img width="2500" height="1667" width_o="2500" height_o="1667" data-src="https://freight.cargo.site/t/original/i/5f224e2ec6579f5d157d0d86b100e96061e71a508d65f470fac962f9c8409e8b/Grow-with-Google-77.jpg" data-mid="27207531" border="0" src="https://freight.cargo.site/w/1000/i/5f224e2ec6579f5d157d0d86b100e96061e71a508d65f470fac962f9c8409e8b/Grow-with-Google-77.jpg" /><img width="2500" height="1667" width_o="2500" height_o="1667" data-src="https://freight.cargo.site/t/original/i/86ca66460023debefaeda28418d155a00b4589ba8cb7fc413e33c9f1b3357e7b/Grow-with-Google-D2-1.jpg" data-mid="27207534" border="0" src="https://freight.cargo.site/w/1000/i/86ca66460023debefaeda28418d155a00b4589ba8cb7fc413e33c9f1b3357e7b/Grow-with-Google-D2-1.jpg" /> Launched in 2017, Grow with Google is a multi-billion dollar workforce readiness and business upskilling initiative. It aims to close the digital skills gap and provides free technology training, professional certificates, and career resources to job seekers, educators, and small businesses. In conversation with Google’s Brand Studio, our team at Grow Marketing collaborated to produce the inaugural launch tour, creating the graphic identity and a modular set that was able to travel from city to city and adapt to any venue size or layout.As the lead designer on the project, I developed initial moodboards to pitch different concepts and collaborated with an environments designer to create the physical sets and furniture.&nbsp; To make the tour approachable to a wide audience that may be intimidated by tech, I created illustrations to pay homage to the host cities. These were based on symbols, landmarks, and cultural icons that were meaningful to the local community. These graphic elements appeared on badges, signage, collateral, and photomoments.The set featured a modern workshop aesthetic through the use of custom pegboard and light woods with clean lines. Google's brand colors were used to delineate different types of spaces, while a cohesive signage system supported navigation. Grow with Google travelling pop-up model was used for 6 years offering with free workshops, in-person training, and one-on-one help.<img width="1000" height="1500" width_o="1000" height_o="1500" data-src="https://freight.cargo.site/t/original/i/eece8e826444e9c52eea26b5ef3fc6f46950148f5c829d9ca89cb56f6fab5320/Grow-with-Google-Indy-51.jpg" data-mid="27207536" border="0" src="https://freight.cargo.site/w/1000/i/eece8e826444e9c52eea26b5ef3fc6f46950148f5c829d9ca89cb56f6fab5320/Grow-with-Google-Indy-51.jpg" /> <img width="3360" height="1876" width_o="3360" height_o="1876" data-src="https://freight.cargo.site/t/original/i/b7f29c752a0bf78922d9f493b110717fb4449bc63052db9c92428c1cfc781c75/Screenshot-2026-10-20-at-4.09.13PM.png" data-mid="253577493" border="0" src="https://freight.cargo.site/w/1000/i/b7f29c752a0bf78922d9f493b110717fb4449bc63052db9c92428c1cfc781c75/Screenshot-2026-10-20-at-4.09.13PM.png" /> <img width="674" height="750" width_o="674" height_o="750" data-src="https://freight.cargo.site/t/original/i/44700e74de0bed33f0d7c443daea96ae9d44502e0aeadca157bef98c1fc01b31/Grow-with-Google-Indy-585.jpg" data-mid="27445626" border="0" src="https://freight.cargo.site/w/674/i/44700e74de0bed33f0d7c443daea96ae9d44502e0aeadca157bef98c1fc01b31/Grow-with-Google-Indy-585.jpg" /> <img width="750" height="750" width_o="750" height_o="750" data-src="https://freight.cargo.site/t/original/i/7e17ab3c519df50a8ca611cab31f65cb05451ee3cf701717bbeaff01e4d96060/Grow-with-Google-116.jpg" data-mid="27207532" border="0" src="https://freight.cargo.site/w/750/i/7e17ab3c519df50a8ca611cab31f65cb05451ee3cf701717bbeaff01e4d96060/Grow-with-Google-116.jpg" /><img width="750" height="750" width_o="750" height_o="750" data-src="https://freight.cargo.site/t/original/i/2e93f8a0f7b63420f24de2d920af80b29bbb0d62ff736ae2be862b40ee1e6c6d/Grow-with-Google-Indy-859.jpg" data-mid="27207540" border="0" src="https://freight.cargo.site/w/750/i/2e93f8a0f7b63420f24de2d920af80b29bbb0d62ff736ae2be862b40ee1e6c6d/Grow-with-Google-Indy-859.jpg" /> <img width="2500" height="1667" width_o="2500" height_o="1667" data-src="https://freight.cargo.site/t/original/i/1514e46e97424ab850bc305c48948d19621e3aa4192529d63cf1137c5425a60a/Grow-with-Google-D2-10.jpg" data-mid="27207535" border="0" src="https://freight.cargo.site/w/1000/i/1514e46e97424ab850bc305c48948d19621e3aa4192529d63cf1137c5425a60a/Grow-with-Google-D2-10.jpg" /><img width="2500" height="1667" width_o="2500" height_o="1667" data-src="https://freight.cargo.site/t/original/i/1c100ce2fb8ed0926b33dd3ef49e7c57091602670d27c443e65b188c7c55b887/Medallion-13-copy.jpg" data-mid="27441052" border="0" src="https://freight.cargo.site/w/1000/i/1c100ce2fb8ed0926b33dd3ef49e7c57091602670d27c443e65b188c7c55b887/Medallion-13-copy.jpg" /> <img width="1000" height="667" width_o="1000" height_o="667" data-src="https://freight.cargo.site/t/original/i/c8f83ae65db61e85c02a464664ebc221b1be659f124a1a2a8957039f52f8e191/02-Google-GWG-Tour-Oklahoma-City-095.jpg" data-mid="27207529" border="0" src="https://freight.cargo.site/w/1000/i/c8f83ae65db61e85c02a464664ebc221b1be659f124a1a2a8957039f52f8e191/02-Google-GWG-Tour-Oklahoma-City-095.jpg" /><img width="1667" height="1667" width_o="1667" height_o="1667" data-src="https://freight.cargo.site/t/original/i/3921e15e2410eb24ea0375712f9a308c7aea9836954517eab29dc6062990ccc6/Medallion-1-copy.jpg" data-mid="27408337" border="0" src="https://freight.cargo.site/w/1000/i/3921e15e2410eb24ea0375712f9a308c7aea9836954517eab29dc6062990ccc6/Medallion-1-copy.jpg" /><img width="1000" height="667" width_o="1000" height_o="667" data-src="https://freight.cargo.site/t/original/i/f11b8c7375dfcd8c38b048217f04944fb6fc04dc10ce840cbe5d159676f1e747/Grow-with-Google-Indy-423-copy.jpg" data-mid="27207537" border="0" src="https://freight.cargo.site/w/1000/i/f11b8c7375dfcd8c38b048217f04944fb6fc04dc10ce840cbe5d159676f1e747/Grow-with-Google-Indy-423-copy.jpg" />Creative Direction: Kit Chow Environment Design: Nic Ter Meer Design Intern: Sara Thompson Agency: Grow ︎ HomeNext ︎ https://amyyugray.com/SFMOMA-Brand-Activation Sat, 09 May 2026 15:29:16 +0000 It's Amy https://amyyugray.com/SFMOMA-Brand-Activation SFMOMA, More Open than EverAn on-site brand activation to communicate ‘radical hospitality’ and re-engage audiences&nbsp; Art Direction and Commissioned Illustration <img width="2639" height="1610" width_o="2639" height_o="1610" data-src="https://freight.cargo.site/t/original/i/8ddac72da75ed30eb88987d86003d459b924726992273a3aca9f2ae41daf45e4/Screen-Shot-2022-12-02-at-4.36.28-PM.png" data-mid="248081120" border="0" src="https://freight.cargo.site/w/1000/i/8ddac72da75ed30eb88987d86003d459b924726992273a3aca9f2ae41daf45e4/Screen-Shot-2022-12-02-at-4.36.28-PM.png" /> In late 2022, SFMOMA launched a coordinated push to enhance what director Christopher Bedford described as “the sense of welcome and hospitality at the museum” — part of a broader, museum-wide initiative to rebuild audiences and support downtown San Francisco’s recovery. My focus was the visual identity for one piece of that initiative: activating the museum's entrances and signaling a new, temporary policy of free admission to the first two gallery floors, including the permanent collection. With its stark modernist architecture, the building can be intimidating for first-time visitors. Working with the artist Jocelyn Tsaih, known for dynamic figures and abstract forms, I art directed a series of illustrations built around her concept of portals into an inviting world of art, turning the entrances into beacons for passersby rather than a forbidding facade. To raise awareness of the free-admission policy, the brand activation extended into the building's interior, guiding visitors toward the newly free spaces. Viewed alongside Jocelyn's vibrant illustration, the museum's existing typeface didn't carry enough warmth to match the program's exuberance. After some experimentation, we hand-lettered directly onto the walls — a literal human touch on a message of welcome. This project took an abstract institutional mission statement — "radical hospitality" — and translated it into a physical, felt experience across real space, on a fast timeline, while directing an outside illustrator. &nbsp; <img width="2292" height="1336" width_o="2292" height_o="1336" data-src="https://freight.cargo.site/t/original/i/6ee26b58a8a4bde9dc74308f1bb528fb9e6700957389d2be4df9d1f16d86fb2b/Screenshot-2026-05-09-at-1.46.14PM.png" data-mid="248085566" border="0" src="https://freight.cargo.site/w/1000/i/6ee26b58a8a4bde9dc74308f1bb528fb9e6700957389d2be4df9d1f16d86fb2b/Screenshot-2026-05-09-at-1.46.14PM.png" /> <img width="2016" height="1512" width_o="2016" height_o="1512" data-src="https://freight.cargo.site/t/original/i/2efcf9586ea2f1d42c6adec089f7e9674248c466cd7d6f2bb2d1c18461a9c8b0/IMG_9860-1.jpg" data-mid="248082755" border="0" src="https://freight.cargo.site/w/1000/i/2efcf9586ea2f1d42c6adec089f7e9674248c466cd7d6f2bb2d1c18461a9c8b0/IMG_9860-1.jpg" /> <img width="2352" height="1514" width_o="2352" height_o="1514" data-src="https://freight.cargo.site/t/original/i/58dedb5dbd781135d427d45fa6e8d2066f639f4e40720de0feb3c5dd8b459d97/Screenshot-2026-05-09-at-1.46.06PM.png" data-mid="248085564" border="0" src="https://freight.cargo.site/w/1000/i/58dedb5dbd781135d427d45fa6e8d2066f639f4e40720de0feb3c5dd8b459d97/Screenshot-2026-05-09-at-1.46.06PM.png" /> <img width="2402" height="1554" width_o="2402" height_o="1554" data-src="https://freight.cargo.site/t/original/i/8955e084bcd250bcb255c469a05b1c09d22538bd2f97735787358ddfb49ff542/Screenshot-2026-05-09-at-1.46.34PM.png" data-mid="248085569" border="0" src="https://freight.cargo.site/w/1000/i/8955e084bcd250bcb255c469a05b1c09d22538bd2f97735787358ddfb49ff542/Screenshot-2026-05-09-at-1.46.34PM.png" /> <img width="1280" height="960" width_o="1280" height_o="960" data-src="https://freight.cargo.site/t/original/i/4fed2f763bda3dd5ae16e4dc1d348dbed30b273a4949ccf278fc67624fc1d390/thumbnail_IMG_9857.jpg" data-mid="248085571" border="0" src="https://freight.cargo.site/w/1000/i/4fed2f763bda3dd5ae16e4dc1d348dbed30b273a4949ccf278fc67624fc1d390/thumbnail_IMG_9857.jpg" /> <img width="816" height="1140" width_o="816" height_o="1140" data-src="https://freight.cargo.site/t/original/i/5a683a3c6340d11d71fbcc8a867c65156c0a054edaef4aa26157d07b7a09453a/StoreWindow.png" data-mid="248081344" border="0" src="https://freight.cargo.site/w/816/i/5a683a3c6340d11d71fbcc8a867c65156c0a054edaef4aa26157d07b7a09453a/StoreWindow.png" /> <img width="534" height="761" width_o="534" height_o="761" data-src="https://freight.cargo.site/t/original/i/99062e2fa09f2b1986196f06272fcc55be9ccf5d08fc3dbf45851ce7a0822d2c/RestaurantWindow.png" data-mid="248081345" border="0" src="https://freight.cargo.site/w/534/i/99062e2fa09f2b1986196f06272fcc55be9ccf5d08fc3dbf45851ce7a0822d2c/RestaurantWindow.png" /> <img width="1494" height="1906" width_o="1494" height_o="1906" data-src="https://freight.cargo.site/t/original/i/dee8b3b3d2daf07b6bf262b98e89bb47e94ac99bd549d42dad82c82a7391123a/Screen-Shot-2022-12-16-at-1.46.38-PM.png" data-mid="248081127" border="0" src="https://freight.cargo.site/w/1000/i/dee8b3b3d2daf07b6bf262b98e89bb47e94ac99bd549d42dad82c82a7391123a/Screen-Shot-2022-12-16-at-1.46.38-PM.png" /> <img width="851" height="1141" width_o="851" height_o="1141" data-src="https://freight.cargo.site/t/original/i/5018279652902cf0abcd63e438d99b0e6cafd3ca4fd15255ada0bac6f2e2ddbf/Column.png" data-mid="248082753" border="0" src="https://freight.cargo.site/w/851/i/5018279652902cf0abcd63e438d99b0e6cafd3ca4fd15255ada0bac6f2e2ddbf/Column.png" /> <img width="2100" height="1575" width_o="2100" height_o="1575" data-src="https://freight.cargo.site/t/original/i/c00e113f1e33f9e84dd040cafec53590a2ed3435eb26bbdf215bc880b08e2427/SFMOMA-Susan_OMalley-0693-Large-JPEG_5x7.jpg" data-mid="248081125" border="0" src="https://freight.cargo.site/w/1000/i/c00e113f1e33f9e84dd040cafec53590a2ed3435eb26bbdf215bc880b08e2427/SFMOMA-Susan_OMalley-0693-Large-JPEG_5x7.jpg" />Design Director: Bosco Hernandez Illustration: Jocelyn Tsaih Handlettering: Michael Torchia ︎ HomeNext ︎ https://amyyugray.com/SFMOMA-Selected-Exhibitions Sat, 05 Apr 2025 22:11:15 +0000 It's Amy https://amyyugray.com/SFMOMA-Selected-Exhibitions SFMOMA Selected ExhibitionsDynamic graphic identities for modern art exhibitions Art Direction and Graphic design <img width="2500" height="1667" width_o="2500" height_o="1667" data-src="https://freight.cargo.site/t/original/i/7b40dec833d88bff705268505429cdaae0d8c6f0f3ed3eec3e24a4aa62711699/Free_Street_Banner_Mockup_3.png" data-mid="229331953" border="0" src="https://freight.cargo.site/w/1000/i/7b40dec833d88bff705268505429cdaae0d8c6f0f3ed3eec3e24a4aa62711699/Free_Street_Banner_Mockup_3.png" /> <img width="2354" height="1408" width_o="2354" height_o="1408" data-src="https://freight.cargo.site/t/original/i/b4f668aad46738245650f2b03d29f8b035eae5df0306020111b23b7ac94a4ac8/SFMOMA-Kusama-0124.jpg" data-mid="229331804" border="0" src="https://freight.cargo.site/w/1000/i/b4f668aad46738245650f2b03d29f8b035eae5df0306020111b23b7ac94a4ac8/SFMOMA-Kusama-0124.jpg" /> <img width="2500" height="1251" width_o="2500" height_o="1251" data-src="https://freight.cargo.site/t/original/i/624dbba92019317f27def4dbb922c6134ec324ffc490278e2b692b1dbf5bf9fa/storeproducts.png" data-mid="229331954" border="0" src="https://freight.cargo.site/w/1000/i/624dbba92019317f27def4dbb922c6134ec324ffc490278e2b692b1dbf5bf9fa/storeproducts.png" /> <img width="2500" height="1369" width_o="2500" height_o="1369" data-src="https://freight.cargo.site/t/original/i/c7b7e32262988439a559f5eb06e603bf52601772810641f42927dbf5bf20ac1e/IMG_0791.png" data-mid="229331951" border="0" src="https://freight.cargo.site/w/1000/i/c7b7e32262988439a559f5eb06e603bf52601772810641f42927dbf5bf20ac1e/IMG_0791.png" /> Exhibition identities tie curatorial themes to audience experience and often require a branded approach to ensure consistency across touchpoints including onsite graphics, signage, digital marketing, and store products.&nbsp; At SFMOMA, I had the opportunity art direct or design the visual identities for numerous exhibitions. Each show features it’s own distinctive typographic treatment, color palettes and key images to convey the concept of the exhibition to museum-goers. To execute this work successfully, each exhibition requires a process of research, iteration, and collaboration with a wide range of stakeholders including artists, curators, and marketers. This is a collection of some of this work from single artist shows like Yayoi Kusama: Infinite Love to broad surveys around specific themes like Art of Noise.&nbsp; <img width="1023" height="731" width_o="1023" height_o="731" data-src="https://freight.cargo.site/t/original/i/d25123b513649a6138c0cc0cda0a275ed37296873b8ac37d3f0df66f7e843738/SFMOMA-Art_of_Noise-0029a-PowerPoint-or-email-JPEG_1024-pixels-long.jpg" data-mid="229331969" border="0" src="https://freight.cargo.site/w/1000/i/d25123b513649a6138c0cc0cda0a275ed37296873b8ac37d3f0df66f7e843738/SFMOMA-Art_of_Noise-0029a-PowerPoint-or-email-JPEG_1024-pixels-long.jpg" /> <img width="3999" height="2472" width_o="3999" height_o="2472" data-src="https://freight.cargo.site/t/original/i/b55d906fac28b5352c71d42fdf5230701cd45147143c8ce0b6017ca479c268f7/x2023.4603_02_P02-Artsy-JPEG_4000-pixels-long.jpg" data-mid="229332024" border="0" 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/> <img width="4000" height="4874" width_o="4000" height_o="4874" data-src="https://freight.cargo.site/t/original/i/0cb75cd8497d62ed5a74610ae59b7c0151ac350325c43206753fd65dc325e914/x2024.4606_01_P02-Artsy-JPEG_4000-pixels-long.jpg" data-mid="229336036" border="0" src="https://freight.cargo.site/w/1000/i/0cb75cd8497d62ed5a74610ae59b7c0151ac350325c43206753fd65dc325e914/x2024.4606_01_P02-Artsy-JPEG_4000-pixels-long.jpg" /> <img width="4000" height="2051" width_o="4000" height_o="2051" data-src="https://freight.cargo.site/t/original/i/3945a8b06db8268d22c866a6faefcd7cc5e0c8fc2dc47afd7557a56b98fe20e1/x2024.4608_40A_P02-Artsy-JPEG_4000-pixels-long.jpg" data-mid="229336000" border="0" src="https://freight.cargo.site/w/1000/i/3945a8b06db8268d22c866a6faefcd7cc5e0c8fc2dc47afd7557a56b98fe20e1/x2024.4608_40A_P02-Artsy-JPEG_4000-pixels-long.jpg" /> <img width="4000" height="2932" width_o="4000" height_o="2932" data-src="https://freight.cargo.site/t/original/i/6ccdffd6959ea2f1681b8c764e49c6ba40a8dcf1147a5db55d2a2f0179d4c949/x2022.5056_01_P02-Artsy-JPEG_4000-pixels-long.jpg" data-mid="229335990" border="0" src="https://freight.cargo.site/w/1000/i/6ccdffd6959ea2f1681b8c764e49c6ba40a8dcf1147a5db55d2a2f0179d4c949/x2022.5056_01_P02-Artsy-JPEG_4000-pixels-long.jpg" /> <img width="3998" height="2547" width_o="3998" height_o="2547" data-src="https://freight.cargo.site/t/original/i/17526f8658f80880eb5bbb652c7c8bea340f6ffb5564cd583637f316999c19c1/x2023.7049_10_P02-Artsy-JPEG_4000-pixels-long.jpg" data-mid="229332018" border="0" src="https://freight.cargo.site/w/1000/i/17526f8658f80880eb5bbb652c7c8bea340f6ffb5564cd583637f316999c19c1/x2023.7049_10_P02-Artsy-JPEG_4000-pixels-long.jpg" /> <img width="3999" height="3047" width_o="3999" height_o="3047" data-src="https://freight.cargo.site/t/original/i/329244e825e37fdc6505fa1e0a91221abdb85cf4bd44bf0bfa8bdd7993eff535/x2022.7035_03_P02-Artsy-JPEG_4000-pixels-long.jpg" data-mid="229332046" border="0" src="https://freight.cargo.site/w/1000/i/329244e825e37fdc6505fa1e0a91221abdb85cf4bd44bf0bfa8bdd7993eff535/x2022.7035_03_P02-Artsy-JPEG_4000-pixels-long.jpg" /> <img width="3264" height="2448" width_o="3264" height_o="2448" data-src="https://freight.cargo.site/t/original/i/3b9c596fd75897c379789fe265deef48a35745f7ea9af89af94e0ca44084f89f/IMG_1259_edit.jpg" data-mid="229331796" border="0" src="https://freight.cargo.site/w/1000/i/3b9c596fd75897c379789fe265deef48a35745f7ea9af89af94e0ca44084f89f/IMG_1259_edit.jpg" /> <img width="8179" height="5192" width_o="8179" height_o="5192" data-src="https://freight.cargo.site/t/original/i/720dfdd56372d331d47d550382394fa5bad47cae9719a4f56cc7c85bf89f5e7a/x2020.7026_03_H02-copy.jpg" data-mid="229332034" border="0" src="https://freight.cargo.site/w/1000/i/720dfdd56372d331d47d550382394fa5bad47cae9719a4f56cc7c85bf89f5e7a/x2020.7026_03_H02-copy.jpg" /> <img width="3999" height="2017" width_o="3999" height_o="2017" data-src="https://freight.cargo.site/t/original/i/546107e865dccc6d2368881dd3b1c6e6f26e03e4b005d1c43ec213e75e83d2a7/x2020.4070_08_H02-Artsy-JPEG_4000-pixels-long.jpg" data-mid="229332022" border="0" src="https://freight.cargo.site/w/1000/i/546107e865dccc6d2368881dd3b1c6e6f26e03e4b005d1c43ec213e75e83d2a7/x2020.4070_08_H02-Artsy-JPEG_4000-pixels-long.jpg" /> <img width="3999" height="2999" width_o="3999" height_o="2999" data-src="https://freight.cargo.site/t/original/i/cd80724e5d38d2cedbbbd98cd12319b453ed5cd95c6f324b63af9115ae142d90/x2023.5062_49_P02-Artsy-JPEG_4000-pixels-long.jpg" data-mid="229336028" border="0" src="https://freight.cargo.site/w/1000/i/cd80724e5d38d2cedbbbd98cd12319b453ed5cd95c6f324b63af9115ae142d90/x2023.5062_49_P02-Artsy-JPEG_4000-pixels-long.jpg" /> Graphic Designer: Meghan Berckes (Amy Sherald: American Sublime), Amanda Boesen (Julian Charrier: Erratic), Hana Ishijima (Corporeal, Sea Change), Michael Torchia (Sitting on Chrome, Creative Growth, Kinship, Amy Sherald: American Sublime),&nbsp;Rokaya Shenasa (Yayoi Kusama: Infinite Love, Art of Noise, Bernd and Hilla Becher)Design Director: Bosco Hernandez Art Director: Meghan Berckes (Future Histories, Contemporary Optics) ︎ HomeNext ︎ https://amyyugray.com/Google-Home Sat, 05 Apr 2025 20:07:02 +0000 It's Amy https://amyyugray.com/Google-Home Google Home: Easy StreetA retail tradeshow set with whimsy to showcase the capabilities of Google Assistant Lead designer, Concept to Execution <img width="4427" height="2146" width_o="4427" height_o="2146" data-src="https://freight.cargo.site/t/original/i/dc5d283ba9b7fad956c6ba5f3e9793a748fae25dfaa1f19a4dc1a18cc5f3bfa5/RTA-BBY-TX1-1-copy.jpg" data-mid="229330200" border="0" src="https://freight.cargo.site/w/1000/i/dc5d283ba9b7fad956c6ba5f3e9793a748fae25dfaa1f19a4dc1a18cc5f3bfa5/RTA-BBY-TX1-1-copy.jpg" /> Google Assistant is the AI helper built into Google Home products. To showcase its range of capabilities, a pop-up set with tangible use-cases was needed to demonstrate the tool and Google hardware at tradeshows.I developed the visual concept, which were than translated into 3D design by an environments designer. These sets incorporated “Hey Google” commands within the contexts of a kitchen, living room, kid’s clubhouse and a park. To avoid overwhelming participants with wall texts, I developed hidden easter eggs and a hierarchy for the commands to provoke engagement. Taking loose inspiration from the Memphis design movement, I sketched sets that featured geometric shapes, playful patterns, and unconventional combinations to instill whimsy and create a memorable sense of place. The sets were color coded to Google’s brand colors to create a immersive experience on the crowded tradeshow floor.&nbsp; <img width="3840" height="5760" width_o="3840" height_o="5760" data-src="https://freight.cargo.site/t/original/i/f22cedeafa4b1d80bda5a84e7fdaddf3c0b7ad248986d93b7e050c8f617dfe93/RTA-BBY-TX-309.jpg" data-mid="229329223" border="0" src="https://freight.cargo.site/w/1000/i/f22cedeafa4b1d80bda5a84e7fdaddf3c0b7ad248986d93b7e050c8f617dfe93/RTA-BBY-TX-309.jpg" /><img width="3265" height="4898" width_o="3265" height_o="4898" data-src="https://freight.cargo.site/t/original/i/00d40bd4b30a59dc00e5b3f732f6ebc9342a88628266d76d87932378bbf4514b/RTA-BBY-TX4.jpg" data-mid="229329236" border="0" src="https://freight.cargo.site/w/1000/i/00d40bd4b30a59dc00e5b3f732f6ebc9342a88628266d76d87932378bbf4514b/RTA-BBY-TX4.jpg" /> <img width="3265" height="4898" width_o="3265" height_o="4898" data-src="https://freight.cargo.site/t/original/i/d71028d4e57b380a104b245641dd665d6435e95e2fcd3a7a8ccfbace4edba356/RTA-BBY-TX3.jpg" data-mid="229329229" border="0" src="https://freight.cargo.site/w/1000/i/d71028d4e57b380a104b245641dd665d6435e95e2fcd3a7a8ccfbace4edba356/RTA-BBY-TX3.jpg" /><img width="3265" height="4898" width_o="3265" height_o="4898" data-src="https://freight.cargo.site/t/original/i/b62d4b0a2727ea95268175d930b35f805a4077834d05525a4961cac7a5df54d5/RTA-BBY-TX41.jpg" data-mid="229329668" border="0" src="https://freight.cargo.site/w/1000/i/b62d4b0a2727ea95268175d930b35f805a4077834d05525a4961cac7a5df54d5/RTA-BBY-TX41.jpg" /> <img width="4898" height="3265" width_o="4898" height_o="3265" data-src="https://freight.cargo.site/t/original/i/40db183f815fa22e646e56947535dbe27e0c54755865f2b1ed3c899865eb699b/RTA-BBY-TX36.jpg" data-mid="229329288" border="0" src="https://freight.cargo.site/w/1000/i/40db183f815fa22e646e56947535dbe27e0c54755865f2b1ed3c899865eb699b/RTA-BBY-TX36.jpg" /><img width="4898" height="3265" width_o="4898" height_o="3265" data-src="https://freight.cargo.site/t/original/i/e398b0b427a66fd6e7e41a20b846e1dffbade65c58c7c2467e6123af9d482b90/RTA-BBY-TX42.jpg" data-mid="229329352" border="0" src="https://freight.cargo.site/w/1000/i/e398b0b427a66fd6e7e41a20b846e1dffbade65c58c7c2467e6123af9d482b90/RTA-BBY-TX42.jpg" /> <img width="4898" height="3265" width_o="4898" height_o="3265" data-src="https://freight.cargo.site/t/original/i/d212f8f018e302c9d80c863854df3fa0413441b633508b17abc56cbf46c82fda/RTA-BBY-TX68.jpg" data-mid="229329564" border="0" src="https://freight.cargo.site/w/1000/i/d212f8f018e302c9d80c863854df3fa0413441b633508b17abc56cbf46c82fda/RTA-BBY-TX68.jpg" /> <img width="4898" height="3266" width_o="4898" height_o="3266" data-src="https://freight.cargo.site/t/original/i/e70f07a3dc2e77fa367f1f5b6007fe6db1070537ef8ac7d83eb0d1d3de778859/RTA-BBY-TX9.jpg" data-mid="229329724" border="0" src="https://freight.cargo.site/w/1000/i/e70f07a3dc2e77fa367f1f5b6007fe6db1070537ef8ac7d83eb0d1d3de778859/RTA-BBY-TX9.jpg" /><img width="1200" height="801" width_o="1200" height_o="801" data-src="https://freight.cargo.site/t/original/i/59f68783b9187032c614b71c64acc5ddef93c8eee336cdf102410a589e8cc96d/sSu_3Dag.jpg" data-mid="229330495" border="0" src="https://freight.cargo.site/w/1000/i/59f68783b9187032c614b71c64acc5ddef93c8eee336cdf102410a589e8cc96d/sSu_3Dag.jpg" />Creative Director: Kit ChowAgency: Grow Marketing ︎ HomeNext ︎ https://amyyugray.com/San-Francisco-Museum-of-Modern-Art-Rebrand Tue, 16 Oct 2018 16:00:13 +0000 It's Amy https://amyyugray.com/San-Francisco-Museum-of-Modern-Art-Rebrand SFMOMA A new brand identity to match the open vision of the newly expanded museum Designer, Concept to Execution <img width="1024" height="576" width_o="1024" height_o="576" data-src="https://freight.cargo.site/t/original/i/42a4e4a6c24f04d4e889deea2eb96cbddb78630149abc72f074c4e08ae8d5b5b/logo_expand.gif" data-mid="27197577" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/42a4e4a6c24f04d4e889deea2eb96cbddb78630149abc72f074c4e08ae8d5b5b/logo_expand.gif" /> In 2016, the San Francisco Museum of Modern Art reopened its doors as one of the largest art museums in America, displaying an internationally-recognized collection of modern and contemporary art.As a member of the in-house design studio, I collaborated to create the identity from the ground up and developed a myriad of applications for the new brand. We debuted a new identity to match the open vision of the newly expanded and reopened museum. Just as the new building designed by Snohetta is much more open to the city, the new logo is deliberately porous, providing multiple points of access. It is also a dynamic logo that lives in a contracted and expanded state, that actively adapts to different formats and content, allowing the identity to become a conceptual lens through which the program of the museum is experienced. The project consisted of a total redesign of every aspect of the museum brand from new logo, custom typeface, color palette, website and digital style guide, architectural signage, print collateral, to Museum Store products. This project received recognition including HOW's Best of Show, coverage in Fast Company, AIGA, Communication Arts.<img width="1920" height="1081" width_o="1920" height_o="1081" data-src="https://freight.cargo.site/t/original/i/dde76dc3a61891087400d066b7c594a3bb7915eaf2adb8a0b67ddf9c23a106b6/SFMOMA_Rebrand_digital-assets_03-07.png" data-mid="27197560" border="0" src="https://freight.cargo.site/w/1000/i/dde76dc3a61891087400d066b7c594a3bb7915eaf2adb8a0b67ddf9c23a106b6/SFMOMA_Rebrand_digital-assets_03-07.png" /><img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/ed9572f90f87661ee48fcc6b547bfc5b47c182b5d334ef578513713f0f5b51b4/SFMOMA_Rebrand_digital-assets_03-08.png" data-mid="53229883" border="0" src="https://freight.cargo.site/w/1000/i/ed9572f90f87661ee48fcc6b547bfc5b47c182b5d334ef578513713f0f5b51b4/SFMOMA_Rebrand_digital-assets_03-08.png" /> <img width="1920" height="800" width_o="1920" height_o="800" data-src="https://freight.cargo.site/t/original/i/55a821e54ff2b9a65b9b6e78cfef96aa9b850edd354033e62d2d1faffe0e1f5c/SFMOMA_Rebrand_digital-assets_03-09.png" data-mid="53229884" border="0" src="https://freight.cargo.site/w/1000/i/55a821e54ff2b9a65b9b6e78cfef96aa9b850edd354033e62d2d1faffe0e1f5c/SFMOMA_Rebrand_digital-assets_03-09.png" /> <img width="2369" height="1331" width_o="2369" height_o="1331" data-src="https://freight.cargo.site/t/original/i/69a8007d928581ba340dbc1b3576a84f0e140ad6429dec4267598bd4afd0d306/Screen-Shot-2017-07-27-at-6.08.33-PM.png" data-mid="27449571" border="0" src="https://freight.cargo.site/w/1000/i/69a8007d928581ba340dbc1b3576a84f0e140ad6429dec4267598bd4afd0d306/Screen-Shot-2017-07-27-at-6.08.33-PM.png" /> <img width="1024" height="1393" width_o="1024" height_o="1393" data-src="https://freight.cargo.site/t/original/i/a4876b0038acbcf5c03d43077ccb7adf44be0a463f2d6da82c2c8749dffb1f66/SFMOMA_Biz-Cards_CA.jpg" data-mid="27197530" border="0" 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width="742" height="947" width_o="742" height_o="947" data-src="https://freight.cargo.site/t/original/i/915ad1ade363c026630394bebe082f233771563590624cf7a5535607b7e31ee2/938937_102_1160_LTE3NjAwNzQzOTUtMTM1MzgzODM5OA.jpg" data-mid="27209908" border="0" data-scale="81" src="https://freight.cargo.site/w/742/i/915ad1ade363c026630394bebe082f233771563590624cf7a5535607b7e31ee2/938937_102_1160_LTE3NjAwNzQzOTUtMTM1MzgzODM5OA.jpg" /> <img width="1024" height="629" width_o="1024" height_o="629" data-src="https://freight.cargo.site/t/original/i/90ce1c0b28c93ee62d4bd86effca9afcadc3eab6ddab1477917e676ec7455735/SFMOMA_Mbr-Mag_Issue-1_CA.jpg" data-mid="27449574" border="0" src="https://freight.cargo.site/w/1000/i/90ce1c0b28c93ee62d4bd86effca9afcadc3eab6ddab1477917e676ec7455735/SFMOMA_Mbr-Mag_Issue-1_CA.jpg" /> <img width="1024" height="683" width_o="1024" height_o="683" data-src="https://freight.cargo.site/t/original/i/8906ec9a0588905e4227c5e1515ad892fc933a0d5ecdd58950cabbbb0ad8b8c0/SFMOMA_Pencil-Tin_CA.jpg" data-mid="27449575" border="0" src="https://freight.cargo.site/w/1000/i/8906ec9a0588905e4227c5e1515ad892fc933a0d5ecdd58950cabbbb0ad8b8c0/SFMOMA_Pencil-Tin_CA.jpg" /><img width="1024" height="612" width_o="1024" height_o="612" data-src="https://freight.cargo.site/t/original/i/2435efdad191b0e06ce7549f693f9147166366778f2549a8ad74ef3a107082c5/SFMOMA_Red-Elevator_Henrik-Kam-2017_CA.jpg" data-mid="27449573" border="0" src="https://freight.cargo.site/w/1000/i/2435efdad191b0e06ce7549f693f9147166366778f2549a8ad74ef3a107082c5/SFMOMA_Red-Elevator_Henrik-Kam-2017_CA.jpg" />Design Director: Jennifer Sonderby, Art Director: Bosco Hernández, Senior Designer: James Provenza, Designer: Sophine Lim, Designer: Mathieu Stemmelen, Project Coordinator: Carrie Taffel ︎ HomeNext ︎ https://amyyugray.com/Target-Hearth-and-Hand Tue, 29 Jan 2019 00:14:55 +0000 It's Amy https://amyyugray.com/Target-Hearth-and-Hand Target Hearth &amp; Hand Launch&nbsp; An in-store event to launch a celebrity-line of home goods for Target Lead designer, Concept to Execution <img width="2500" height="1667" width_o="2500" height_o="1667" data-src="https://freight.cargo.site/t/original/i/11949e96aac21b03374cac1e40bb46b00e2df4bef92b0210210115782d345587/Waco-2.jpg" data-mid="33989711" border="0" src="https://freight.cargo.site/w/1000/i/11949e96aac21b03374cac1e40bb46b00e2df4bef92b0210210115782d345587/Waco-2.jpg" /> Hearth &amp; Hand is a collaboration between Target and Joanna Gaines featuring a line of “modern farmhouse” home goods. To generate excitement and drive customers to view the new collection and encourage social sharing, we developed the concept for a flower stand to give away blooms on launch day while I was a Senior Designer at Grow Marketing. At over a hundred stores across America, customers were given vouchers in other areas of the store and told to visit the home goods section to receive their free blooms.With brand guidelines provided by Target, I led graphic design for signage, hang tags, and other collateral and partnered on the development and fabrication of the design for the custom cart and flower selection. <img width="2500" height="1664" width_o="2500" height_o="1664" data-src="https://freight.cargo.site/t/original/i/6bc16ef7381b2bd9bf980b0ae082d29368d4197dbefe8a09c08ed717ef3cda67/Medallion-1-copy-1.jpg" data-mid="33989716" border="0" src="https://freight.cargo.site/w/1000/i/6bc16ef7381b2bd9bf980b0ae082d29368d4197dbefe8a09c08ed717ef3cda67/Medallion-1-copy-1.jpg" /> <img width="2500" height="1669" width_o="2500" height_o="1669" data-src="https://freight.cargo.site/t/original/i/70bffb47ded592e7a37de876b4bce73e6b8fd0691d034ebad792634133d38767/7_Entrance.jpg" data-mid="33989710" border="0" data-scale="95" src="https://freight.cargo.site/w/1000/i/70bffb47ded592e7a37de876b4bce73e6b8fd0691d034ebad792634133d38767/7_Entrance.jpg" /><img width="2500" height="1669" width_o="2500" height_o="1669" data-src="https://freight.cargo.site/t/original/i/ceb89f1fe19b2f15a8898ae25977931af7dcb0f02ce296708b4cb7d6e3ed4bad/Medallion-1-copy.jpg" data-mid="33989718" border="0" data-scale="75" src="https://freight.cargo.site/w/1000/i/ceb89f1fe19b2f15a8898ae25977931af7dcb0f02ce296708b4cb7d6e3ed4bad/Medallion-1-copy.jpg" /><img width="2500" height="1669" width_o="2500" height_o="1669" data-src="https://freight.cargo.site/t/original/i/12e2b38eacf71ff7f364fdf6c3911b4bc68134c89fdd386fafeb793541ee406f/Knollwood-24.jpg" data-mid="53293831" border="0" src="https://freight.cargo.site/w/1000/i/12e2b38eacf71ff7f364fdf6c3911b4bc68134c89fdd386fafeb793541ee406f/Knollwood-24.jpg" /><img width="2500" height="1667" width_o="2500" height_o="1667" data-src="https://freight.cargo.site/t/original/i/9bdd000cd2d64763a29d8d88e56ffc9d680eb83ec3e7293cdf617168ca7fcb34/Waco-1.jpg" data-mid="33989723" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/9bdd000cd2d64763a29d8d88e56ffc9d680eb83ec3e7293cdf617168ca7fcb34/Waco-1.jpg" /> <img width="1500" height="998" width_o="1500" height_o="998" data-src="https://freight.cargo.site/t/original/i/3924c216c331f0e894b62b9d0917ba8039322b0fb1ade2cf3bb8a9a4c2453d77/Minneapolis-NE-3.jpg" data-mid="33989925" border="0" data-scale="73" src="https://freight.cargo.site/w/1000/i/3924c216c331f0e894b62b9d0917ba8039322b0fb1ade2cf3bb8a9a4c2453d77/Minneapolis-NE-3.jpg" /><img width="2500" height="1667" width_o="2500" height_o="1667" data-src="https://freight.cargo.site/t/original/i/250b96bff53773b3f35795b400e9af4b78d053c47857993dc6a15d8e61213fb1/Waco-4.jpg" data-mid="33989709" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/250b96bff53773b3f35795b400e9af4b78d053c47857993dc6a15d8e61213fb1/Waco-4.jpg" />Creative Director: Kit Chow Environments Designer: Felice Press Design Interns: Sara Thompson and Amy Schigel Agency: Grow ︎ HomeNext ︎ https://amyyugray.com/KAWS-FAMILY Thu, 27 Nov 2025 18:19:26 +0000 It's Amy https://amyyugray.com/KAWS-FAMILY KAWS: FAMILYAdapting an existing brand to fit a new local audience Art Direction <img width="6455" height="4303" width_o="6455" height_o="4303" data-src="https://freight.cargo.site/t/original/i/9658c7c62f2e196cd88aa16c9de9cab5ae2201befa8abeba56ec253f175db350/_MOG3566.jpg" data-mid="241164464" border="0" src="https://freight.cargo.site/w/1000/i/9658c7c62f2e196cd88aa16c9de9cab5ae2201befa8abeba56ec253f175db350/_MOG3566.jpg" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/fd1a87afcf7500b3b0d5d5e142582caeaa9c27582d2b10248d3edda667d71935/Adobe-Express---KAWS_social_opens_1x1_1_R2.gif" data-mid="241246474" border="0" src="https://freight.cargo.site/w/1000/i/fd1a87afcf7500b3b0d5d5e142582caeaa9c27582d2b10248d3edda667d71935/Adobe-Express---KAWS_social_opens_1x1_1_R2.gif" /> Known by the moniker KAWS, the popular artist Brian Donnelly presented his first major museum exhibition on the West Coast, bringing over 100 works spanning three decades of painting, drawing, sculpture, and design collaborations to SFMOMA. KAWS: FAMILY was organized by the Art Gallery of Ontario (AGO) before landing in SF.&nbsp; The campaign arrived at SFMOMA already carrying a typographic identity from earlier stops on its international tour. My challenge was adapting that existing brand to a new context: San Francisco's dense, visually noisy urban landscape, where a traveling identity built for other cities needed to cut through and feel native to a new skyline, at a moment when the museum was actively working to rebuild attendance after a steep post-pandemic decline. The solution was a brighter, bolder color palette built for outdoor legibility, unified across a multi-channel Out of Home and digital campaign. For digital placements, this meant incorporating playful motion graphics designed to catch the eye mid-scroll rather than sit static. On-site, the exhibition's title treatment had to be adapted to the specific conditions of SFMOMA's architecture — working around real sightlines and structural constraints rather than a generic gallery wall. The exhibition opened alongside HOLIDAY: San Francisco, a 36-foot inflatable KAWS sculpture on SFMOMA's rooftop and the fourteenth stop in the artist's ongoing public art project — a highly visible complement to the campaign that made the show part of the city's skyline before visitors ever stepped inside. The exhibition drew strong turnout from opening day, with lines forming around the block. Ticket and store sales for KAWS merchandise broke museum records during the time of the exhibition and proved a crowd favorite. <img width="3002" height="1205" width_o="3002" height_o="1205" data-src="https://freight.cargo.site/t/original/i/7cbfcbf70ab310513e2ed819b13a68dae45e73dbc09cc9e2030a53fd2bcfb4ae/KAWS_Street.png" data-mid="241222189" border="0" data-scale="91" src="https://freight.cargo.site/w/1000/i/7cbfcbf70ab310513e2ed819b13a68dae45e73dbc09cc9e2030a53fd2bcfb4ae/KAWS_Street.png" /><img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/3e7d0e707f3d18fd0f0061958f2018b3b54c0439815519abd3ca56c7ab6cf4a0/Adobe-Express---KAWS_YTad_ComingSoon_Green.gif" data-mid="241246473" border="0" src="https://freight.cargo.site/w/1000/i/3e7d0e707f3d18fd0f0061958f2018b3b54c0439815519abd3ca56c7ab6cf4a0/Adobe-Express---KAWS_YTad_ComingSoon_Green.gif" /><img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/03414e5344d4501de5510a226c1fcec023c054d4a7c01612eaed39cad1edcee3/CalTrain_slowed-ezgif.com-video-to-gif-converter.gif" data-mid="241164461" border="0" data-scale="85" src="https://freight.cargo.site/w/800/i/03414e5344d4501de5510a226c1fcec023c054d4a7c01612eaed39cad1edcee3/CalTrain_slowed-ezgif.com-video-to-gif-converter.gif" /> <img width="2372" height="916" width_o="2372" height_o="916" data-src="https://freight.cargo.site/t/original/i/fd298cb3a02ee7289ef901000a60a709d187504ffd84c5e12443452babfd4ee7/Screenshot-2025-11-27-at-1.47.02PM.png" data-mid="241164481" border="0" src="https://freight.cargo.site/w/1000/i/fd298cb3a02ee7289ef901000a60a709d187504ffd84c5e12443452babfd4ee7/Screenshot-2025-11-27-at-1.47.02PM.png" /><img width="5712" height="3721" width_o="5712" height_o="3721" data-src="https://freight.cargo.site/t/original/i/2fc46e0728909206d75f5cc7283fffededc78c415c969928cb38260480f06888/IMG_2379.jpg" data-mid="241222187" border="0" data-scale="84" src="https://freight.cargo.site/w/1000/i/2fc46e0728909206d75f5cc7283fffededc78c415c969928cb38260480f06888/IMG_2379.jpg" /> Graphic Design Support: Annika Pyo and Mina Kim&nbsp; Exhibition Design: Edward Whelan︎ HomeNext ︎