Hilary Greenbaum is a New York-based creative director and designer. Since 2012, she has led brand creative and the internal graphic design team at the Whitney Museum of American Art. Most recently, she developed the campaign identity for Henry Taylor: B Side.
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Henry Taylor Wheat Paste Posters, 2023. Photograph by Timothy Schenck. Artwork shown by Henry Taylor. 🏆 New York Design Awards Finalist
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Henry Taylor Social Advertisement, 2023. With Jon Gorman. Artwork shown by Henry Taylor. 🏆 New York Design Awards Finalist
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Henry Taylor Print Advertisement, 2023. Photograph by Jens Mortensen. Artwork shown by Henry Taylor. 🏆 New York Design Awards Finalist
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Henry Taylor Digital Out of Home Advertisement, 2023. With Jon Gorman. Photograph by Timothy Schenck. Artwork shown by Henry Taylor. 🏆 New York Design Awards Finalist
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Henry Taylor Retail Tote Bags, 2023. With Sasha Fominskaya. Photograph by Jens Mortensen. Artwork shown by Henry Taylor. 🏆 New York Design Awards Finalist
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Henry Taylor Print Out of Home Advertisement, 2023. Photograph by Timothy Schenck. Artwork shown by Henry Taylor. 🏆 New York Design Awards Finalist
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Henry Taylor Digital New York Times Advertisement, 2023. Artwork shown by Henry Taylor. 🏆 New York Design Awards Finalist
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Henry Taylor Print Advertisement, 2023. Photograph by Jens Mortensen. Artwork shown by Henry Taylor. 🏆 New York Design Awards Finalist
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Henry Taylor Retail Poster, 2023. Artwork shown by Henry Taylor. 🏆 New York Design Awards Finalist
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.
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Promotional Buttons, 2013. With Experimental Jetset. Photograph by Jens Mortensen. 🏆 D&AD Yellow Pencil for Integrated Graphics 🏛️ Design Museum in London
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Stationery Suite, 2013. With Experimental Jetset. Photograph by Jens Mortensen. 🏆 D&AD Yellow Pencil for Integrated Graphics 🏛️ Design Museum in London
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Breuer Building Exterior Banners, 2013. With Experimental Jetset and Meg Forsyth. Photograph by Timothy Schenck. 🏆 D&AD Yellow Pencil for Integrated Graphics 🏛️ Design Museum in London
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Whitney.org, 2013. With Experimental Jetset and Linked By Air. 🏆 D&AD Yellow Pencil for Integrated Graphics 🏛️ Design Museum in London
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Fall Season Opening Events Invitation, 2013. With Experimental Jetset. Photograph by Jens Mortensen. 🏆 D&AD Yellow Pencil for Integrated Graphics 🏛️ Design Museum in London
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Membership Promotional Gift, 2013. With Experimental Jetset and Keri Bronk. Photograph by Jens Mortensen. 🏆 D&AD Yellow Pencil for Integrated Graphics 🏛️ Design Museum in London
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Assorted Event Invitations, 2013. With Experimental Jetset. Photography by Jens Mortensen. 🏆 D&AD Yellow Pencil for Integrated Graphics 🏛️ Design Museum in London
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Admission Tickets, 2013. With Experimental Jetset and Keri Bronk. Photograph by Jens Mortensen. 🏆 D&AD Yellow Pencil for Integrated Graphics 🏛️ Design Museum in London
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Breuer Building Exterior Signage, 2013. With Experimental Jetset and Meg Forsyth. Photograph by Timothy Schenck.🏆 D&AD Yellow Pencil for Integrated Graphics 🏛️ Design Museum in London
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.
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Digital Programmatic Signage, 2022. With Gene Hua, Colin Brooks, and Metropolitan Interactive. Photograph by Timothy Schenck.
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Wayfinding Signage, 2015. With Experimental Jetset and Entro. Photograph by Ben Gancsos. 🏆 Gold by Transform Awards North America 📖 Graphis Design Annual
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Wayfinding Signage, 2015. With Experimental Jetset and Entro. Photograph by Ben Gancsos. 🏆 Gold by Transform Awards North America 📖 Graphis Design Annual
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Digital Wayfinding Signage, 2015. With Metropolitan Interactive. Photograph by Ben Gancsos. 🏆 Gold by Transform Awards North America 📖 Graphis Design Annual
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Digital Wayfinding Signage, 2015. With Metropolitan Interactive. Photograph by Ben Gancsos. 🏆 Gold by Transform Awards North America 📖 Graphis Design Annual
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Wayfinding Signage, 2015. With Experimental Jetset and Entro. Photograph by Ben Gancsos. 🏆 Gold by Transform Awards North America 📖 Graphis Design Annual
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Exterior Digital Signage, 2015. With Metropolitan Interactive. Photograph by Ben Gancsos. 🏆 Gold by Transform Awards North America 📖 Graphis Design Annual
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Exterior Signage, 2016. Photograph by Karin Jobst. 🏆 Gold by Transform Awards North America 📖 Graphis Design Annual
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Donor Recognition Signage, 2015. With Experimental Jetset and Entro. Photograph by Ben Gancsos. 🏆 Gold by Transform Awards North America 📖 Graphis Design Annual
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Planter Signage, 2022. Photograph by Timothy Schenck.
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Collaboration with Rayyane Tabet for the 2022 Whitney Biennial, 100 Civics Questions from Becoming American, 2022. Photograph by Ryan Lowry.
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Collaboration with Rayyane Tabet for the 2022 Whitney Biennial, 100 Civics Questions from Becoming American, 2022. Photograph by Ryan Lowry.
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Collaboration with Rayyane Tabet for the 2022 Whitney Biennial, 100 Civics Questions from Becoming American, 2022. Photograph by Ryan Lowry.
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Temporary Covid-19 Wayfinding Signage, 2020. With Jon Gorman. Photograph by Timothy Schenck.
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Temporary Covid-19 Wayfinding Signage, 2020. With Jon Gorman. Photograph by Timothy Schenck.
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Temporary Covid-19 Handwashing Signage, 2020.
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.
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Inheritance, 2023–2024. Bilingual graphics for exhibition which traced the profound impacts of legacy and the past across familial, historical, and aesthetic lines. Photograph by Ronald Amstutz.
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Refigured, 2023. Bilingual panel for exhibition which reflected on interactions between digital and physical materiality. With Sasha Fominskaya. Photograph by Timothy Schenck.
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In the Balance: Between Painting and Sculpture, 1965–1985, 2022–2023. Bilingual graphics for exhibition from the Whitney's collection. Photograph by Timothy Schenck.
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Ruth Asawa: Through Line, 2023–2024. Custom wallpaper based on an unrealized sketch by the artist. With Erika Wentworth. Photograph by Ryan Lowry.
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Fragments of a Faith Forgotten: The Art of Harry Smith, 2023–2024. Dimensional title. With Jon Gorman. Photograph by Timothy Schenck.
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Flatlands, 2016. Graphics for an emerging artist exhibition which brought together paintings by five artists. Photograph by by Ronald Amstutz. Work shown by Caitlin Keogh.
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Rose B. Simpson: Counterculture, 2023–2024. Exterior panel for outdoor sculpture presentation of five concrete figures. With Faith Kaufman. Photograph by Ronald Amstutz.
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Trust Me, 2023–2024. Translucent title graphic for exhibition. With Jon Gorman. Photograph by Timothy Schenck.
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Andy Warhol—From A to B and Back Again, 2018. Bespoke didactic label. With Liz Plahn. Photograph by Ben Gancsos. Work shown by Andy Warhol.
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Natalie Ball: bilwi naats Ga’niipci, 2023–2024. Trilingual plywood panel for exhibition of sculptural assemblages. With Faith Kaufman. Photograph by Ronald Amstutz.
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2 Lizards, 2022–2023. Lizard footprints created as wayfinding for the presentation of a film which featured two animated lizards. With Gene Hua. Photograph by Timothy Schenck.
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Rachel Harrison Life Hack, 2019. Graphics for the artist’s first full-scale survey. Photograph by Ronald Amstutz.
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Every Ocean Hughes: Alive Side, 2023. Graphics which supported one of a four-part presentation by artist Every Ocean Hughes. With Nazli Ercan. Photograph by Ronald Amstutz.
The Whitney Biennial is the museum’s signature survey of contemporary American Art which occurs every two years. In 2022, Hilary directed the creative development of the Whitney Biennial brand which can unify multiple iterations of the exhibition for years to come.
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Whitney Biennial 2022 Out of Home. With Francesca Grassi and Gene Hua. Photograph by Timothy Schenck. Featuring work by Pao Houa Her. 🏆 Silver by New York Design Awards
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Whitney Biennial 2022 Opening Event Invitations. With Francesca Grassi and Gene Hua. Photograph by Jens Mortensen. 🏆 Silver by New York Design Awards
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Whitney Biennial 2022 Print Advertisement. With Francesca Grassi and Gene Hua. Photograph by Jens Mortensen. Featuring work by Rebecca Belmore. 🏆 Silver by New York Design Awards
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Whitney Biennial 2022 Digital Advertisement. With Francesca Grassi, Gene Hua, and Jon Gorman. Photograph by Timothy Schenck. Featuring work by Pao Houa Her. 🏆 Silver by New York Design Awards
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Whitney Biennial 2022 Tote Bag. With Francesca Grassi and Gene Hua. Photograph by Jens Mortensen. 🏆 Silver by New York Design Awards
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Whitney Biennial 2022 Staff Button. With Francesca Grassi and Gene Hua. Photograph by Timothy Schenck. 🏆 Silver by New York Design Awards
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Whitney Biennial 2022 “Black and White” Cookies. With Francesca Grassi, Gene Hua, and HoSeok Lee. Photograph by Jens Mortensen. 🏆 Silver by New York Design Awards
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Whitney Biennial 2022 Print Advertisement. With Francesca Grassi and Gene Hua. Photograph by Jens Mortensen. Featuring work by Awilda Sterling-Duprey. 🏆 Silver by New York Design Awards
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Whitney Biennial 2022 Exhibition Guide. With Francesca Grassi and Gene Hua. Photograph by Jens Mortensen. 🏆 Silver by New York Design Awards
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Whitney Biennial 2022 Wall Mural. With Francesca Grassi and Gene Hua. Photograph by Timothy Schenck. 🏆 Silver by New York Design Awards
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Whitney Biennial 2022 Membership Direct Mail. With Francesca Grassi, Gene Hua, and Nazli Ercan. Photograph by Jens Mortensen. 🏆 Silver by New York Design Awards
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Whitney Biennial 2022 Staff Lanyard. With Francesca Grassi and Gene Hua. Photograph by Jens Mortensen. 🏆 Silver by New York Design Awards
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.
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Every Ocean Hughes: Alive Side Program and Insert, 2023. Photograph by Jens Mortensen. Cover drawing by Every Ocean Hughes.
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Trisha Baga: Plymouth Rock 2 Brochure, 2012. Photograph by Jens Mortensen.
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Trisha Baga: Plymouth Rock 2 Brochure Interior, 2012. Photograph by Jens Mortensen.
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Ruth Asawa: Through Line Bilingual All-Ages Drawing Guide, 2023–2024. Photograph by Jens Mortensen.
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Dave McKenzie: Disturbing the View Performance Postcard, 2021. With June Yoon. Photograph by Jens Mortensen.
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Laura Poitras: Astro Noise Brochure, 2016. Photograph by Jens Mortensen.
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Laura Poitras: Astro Noise Brochure Interior, 2016. Photograph by Jens Mortensen.
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Stewart Uoo and Jana Euler: Outside Inside Sensibility, 2013. With Kees Bakker. Photograph by Jens Mortensen.
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Anywhere In Time: A Conlon Nancarrow Festival Brochure Cover, 2015. Photograph by Jens Mortensen. 📖 Published in Print Regional Design Annual
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Anywhere In Time: A Conlon Nancarrow Festival Brochure Essay, 2015. Photograph by Jens Mortensen. 📖 Published in Print Regional Design Annual
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Anywhere In Time: A Conlon Nancarrow Festival Brochure Program Schedule, 2015. Photograph by Jens Mortensen. 📖 Published in Print Regional Design Annual
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Anywhere In Time: A Conlon Nancarrow Festival Brochure, 2015. Photograph by Jens Mortensen. 📖 Published in Print Regional Design Annual
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Dreamlands: Immersive Cinema and Art, 1905–2016 Brochure, 2016. With Virginia Chow. Photograph by Jens Mortensen.
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.
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Lichtenstein Window Wrap, 2023. Photograph by Timothy Schenck. Featuring work by Roy Lichtenstein.
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Warhol Digital Advertisement, 2018. With Joel Fear. Featuring work by Andy Warhol.
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Hopper’s New York Promotional Scratch-Off Postcard, 2022. Photograph by Jens Mortensen. Featuring work by Edward Hopper.
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Hopper’s New York Print Advertisement, 2022. Photograph by Jens Mortensen. Featuring work by Edward Hopper.
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Institutional Streetpole Banners, 2019. Photograph by Timothy Schenck.
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Assorted Museum Maps, 2022–2023. Photograph by Jens Mortensen.
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Robert Indiana: Beyond Love Print Out of Home Advertisement, 2013. Featuring work by Robert Indiana.
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Pride at the Whitney Postcard, 2023. With Juan Aranda. Photograph by Jens Mortensen.
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Whitney Biennial 2019 Print Advertisement. Photograph by Jens Mortensen. Featuring work by Agustina Woodgate. 🏆 Award Honoree by New York Design Awards 📖 Creative Review Magazine
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An Incomplete History of Protest Out of Home Advertisement, 2017. With & Partnership. Photograph by Timothy Schenck. Featuring work by Toyo Miyatake.
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Jasper Johns Print Advertisement Proposal, 2020. Featuring work by Jasper Johns.
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Admission Ticket with Visual QR Codes of the Museum’s Richard Artschwager-designed elevators, 2022. With Gene Hua. Photograph by Jens Mortensen.
She and her team treat the Whitney’s youngest constituents to a more playful iteration of the Museum’s identity.
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Jasper Johns Bilingual Kids Activity Guide Covers, 2021. Photograph by Jens Mortensen.
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Jasper Johns Bilingual Kids Activity Guide Interior Pages, 2021. Photograph by Jens Mortensen.
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Sit and Sketch Activity Sheet, 2015. With Virginia Chow. Photograph by Filip Wolak.
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Whitney Kids Assorted Ephemera, 2015. With Liz Plahn. Photograph by Jens Mortensen.
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Kids Family Day Activity Sheet, 2018. With Virginia Chow. Photograph by Filip Wolak.
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no existe un mundo poshuracán Bilingual Kids Activity Guide, 2023. Photograph by Jens Mortensen.
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Education Staff Shirts, 2015. With Keri Bronk. Photograph by Filip Wolak.
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Kids Opening Day Brochure, 2015. With Virginia Chow. Photograph by Filip Wolak.
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Human Interest Kids Activity Guide, 2015. Photograph by Jens Mortensen.
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Biennial Activity Sheet, 2019. With Nazli Ercan. Photograph by Filip Wolak.
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.
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New York Capsule Collection Tee, 2023. With Juan Aranda. Photograph by Jens Mortensen.
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Frank Stella Exhibition Poster, 2016.
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Letter Sticker Set, 2017. Photograph by Jens Mortensen.
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Shop.whitney.org, 2018. With Joel Fear and Ecomitize.
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Letterpress Calendar, 2017. Photograph by Jens Mortensen.
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Hopper’s New York Exhibition Poster, 2022. With Jon Gorman. Photograph by Jens Mortensen.
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Hopper’s New York Tote, 2022. Photograph by Jens Mortensen. ⭐ Worn by Carrie Bradshaw on And Just Like That…
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Cherry Jam Label, 2018. Photograph by Jens Mortensen. Featuring work by Grant Wood. ⭐ Featured in The New York Times
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Responsive W Water Bottle Set, 2016. With Pedro del Corro. Photograph by Jens Mortensen.
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no existe un mundo poshuracán Folded Poster, 2022. Featuring work by Frances Gallardo.
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Emerging Artist Apparel and Packaging, 2018-19. With Virginia Chow. Photograph by Ryan Lowry.
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Assorted Oversized Postcards, 2019. With Nazli Ercan. Photograph by Jens Mortensen. Featuring work by Yayoi Kusama and Roy Lichtenstein.
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“There Are Artists Among Us” Capsule Collection Tee, 2019. Photograph by Jens Mortensen.
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Whitney Craft Supplies Packaging, 2017. With Virginia Chow. Photograph by Timothy Schenck.
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Julie Mehretu Tote, 2021. Photograph by Jens Mortensen.
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Upcycled Whitney Banner Pouch, 2018. With Virginia Chow. Photograph by Jens Mortensen.
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Whitney Retail Product Enamel Pin Set, 2020. With Nazli Ercan. Photograph by Jens Mortensen.
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.
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Whitney Handbook of the Collection Spine, 2015. Photograph by Karin Jobst. 🏆 Silver Medal, Independent Publisher Book Awards
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Whitney Handbook of the Collection Front and Back Covers, 2015. Photograph by Jens Mortensen. 🏆 Silver Medal, Independent Publisher Book Awards
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Whitney Handbook of the Collection Essay, 2015. Photograph by Jens Mortensen. 🏆 Silver Medal, Independent Publisher Book Awards
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Whitney Handbook of the Collection Section Divider, 2015. Photograph by Jens Mortensen. 🏆 Silver Medal, Independent Publisher Book Awards
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Whitney Handbook of the Collection Artist Pages, 2015. Photograph by Jens Mortensen. Featuring works by Andrea Fraser and LaToya Ruby Frazier. 🏆 Silver Medal, Independent Publisher Book Awards
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Whitney Handbook of the Collection Artist Pages, 2015. Photograph by Jens Mortensen. Spread featuring works by Mark Rothko and Ed Ruscha. 🏆 Silver Medal, Independent Publisher Book Awards
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Where We Are Cover, 2017. Photograph by Jens Mortensen. Featuring work by Elizabeth Catlett.
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Where We Are Introduction, 2017. Photograph by Jens Mortensen.
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Where We Are, 2017. Photograph by Jens Mortensen. Featuring works by Fairfield Porter and PaJaMa.
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Where We Are, 2017. Photograph by Jens Mortensen. Featuring work by John Sloan.
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S/N Front and Back Covers, Whitney Independent Study Program, 2015. With Liz Plahn. Photograph by Jens Mortensen.
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S/N, Whitney Independent Study Program, 2015. With Liz Plahn. Photograph by Jens Mortensen. Featuring work by Cammisa Buerhaus.
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That I am reading backwards and into for a purpose, to go on: Front and Back Covers, Whitney Independent Study Program, 2017. With Liz Plahn. Photograph by Jens Mortensen.
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That I am reading backwards and into for a purpose, to go on:, Whitney Independent Study Program, 2017. With Liz Plahn. Photograph by Jens Mortensen. Featuring work by Silvia Kolbowski.
Prior to her current position, from 2007–2012, Hilary designed covers and feature stories on weekly basis for the New York Times Sunday Magazine.
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The Make Believer, 2011. With Design Director Arem Duplessis and Art Director Gail Bichler. 🏆 Merit Award, Society of Publication Design
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What Are You Really Worth… Cover, 2010. With Design Director Arem Duplessis and Art Director Gail Bichler.
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To Choose is to Lose, 2011. Design and Illustration. With Design Director Arem Duplessis and Art Director Gail Bichler. 🏆 Merit Award, Society of Publication Design
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A Girl Not Named Sybil, 2011. With Design Director Arem Duplessis and Art Director Gail Bichler.
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Ten Years After the Anthrax Attacks, 2011. With Design Director Arem Duplessis and Art Director Gail Bichler. Collaboration with Tom Schierlitz. 🏆 Gold, Society of Publication Design
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Break It Up, 2011. With Design Director Arem Duplessis and Art Director Gail Bichler. Illustration commission by Patrick Leger.
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Top Down Information Graphic, 2011. With Design Director Arem Duplessis and Art Director Gail Bichler.
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If Your Life Was a Movie, 2011. With Design Director Arem Duplessis and Art Director Gail Bichler.
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The Pen That Never Forgets, 2010. With Design Director Arem Duplessis and Art Director Gail Bichler. Lettering commission by Ella Puggaard. ⭐ Featured on It’s Nice That
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.
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Initial blog entries that launched Who Made That? on nytimes.com, 2011.
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Who Made That?—Whoopee Cushion, 2012. Concept, Design, and Co-Authorship. With Dana Rubinstein, Design Director Arem Duplessis, and Art Director Gail Bichler. Photograph by Jens Mortensen.
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Who Made That?—Little Trees, 2012. Concept, Design, and Co-Authorship. With Dana Rubinstein, Design Director Arem Duplessis, and Art Director Gail Bichler. Photograph by Jens Mortensen.
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Who Made That?—Earmuffs, 2012. Concept, Design, and Co-Authorship. With Dana Rubinstein, Design Director Arem Duplessis, and Art Director Gail Bichler. Photograph by Jens Mortensen.
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Who Made That?—Snow Globe, 2012. Concept, Design, and Co-Authorship. With Dana Rubinstein, Design Director Arem Duplessis, and Art Director Gail Bichler. Photograph by Jens Mortensen.
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Who Made That?—Lawn Mower, 2012. Concept, Design, and Co-Authorship. With Dana Rubinstein, Design Director Arem Duplessis, and Art Director Gail Bichler. Photograph by Jens Mortensen.
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Who Made That?—Butterfly Chair, 2012. Concept, Design, and Co-Authorship. With Dana Rubinstein, Design Director Arem Duplessis, and Art Director Gail Bichler. Photograph by Jens Mortensen.