Hilary Greenbaum is a New York-based creative director, designer, and writer. Since 2012, she has led design and brand creative at the Whitney Museum of American Art. Most recently, she produced the promotional campaign for Edges of Ailey, a celebration of Alvin Ailey’s enduring legacy.

She also directed the creative strategy and execution of the 2024 Whitney Biennial brand, driving the ongoing sub-identity system of the museum’s premier showcase of contemporary American art.

When the Whitney partnered with the MTA in 2024 to activate vacant retail spaces, Hilary conceived, titled, designed, and managed the production of the underground exhibition.

She worked alongside Experimental Jetset to launch the Whitney’s institutional identity in 2013, overseeing the design of each application of the new system and planning the phased integration of the release museum-wide.

Since the Whitney relocated to the Meatpacking District in 2015, Hilary has played an integral role in the strategy, design, implementation, and ongoing evolution and accessibility of the building’s wayfinding, digital, and donor signage.

For each exhibition on view at the museum, her department is also responsible for the concept and execution of the wall graphics, from the title to the individual object labels.

Select exhibitions and performances also require her and her team to produce printed ephemera to share additional context or promote further engagement with the work.

To champion significant moments for the Whitney to a broader audience, Hilary has closely partnered with the museum’s Marketing team to create a wide variety of advertising placements.

She and her team treat the Whitney’s youngest constituents to a more playful iteration of the Museum’s identity.

Years of collaboration with the Whitney Shop have generated hundreds of museum-branded retail products, apparel items, and packaging solutions as well as a customized website.

And in celebration of the Whitney’s vast collection or in partnership with the Whitney’s Independent Study Program, she has led the design of numerous publications.

Prior to her current position, from 2007–2012, Hilary designed covers and feature stories on weekly basis for the New York Times Sunday Magazine.

In 2011, she also wrote a design series on the magazine’s blog called Who Made That? which became a weekly column in the printed magazine and the subject of a special issue.