Key highlights

• Creative leadership for a museum e-commerce experience

• Balanced commerce with a strong institutional brand

• Focus on clarity, usability, and restraint

The challenge

MoMA’s e-commerce site needed to function as a retail experience while still feeling true to the museum’s identity. The challenge was designing an online store that supported discovery and purchasing without drifting into something that felt overly commercial or disconnected from the institution.

The experience needed to be clear and usable, but also thoughtful—respecting the role design plays in how people engage with MoMA as a cultural brand.

My role

• Provided creative direction for the e-commerce website

• Helped shape the visual and structural approach to the experience

• Partnered closely with teams to balance brand, content, and usability

How it came together

The work focused on clarity and hierarchy. Product, content, and navigation were designed to feel intuitive and calm, allowing users to move through the site without friction while still engaging with the richness of MoMA’s offerings.

Rather than leaning into overt retail tactics, the design emphasized space, typography, and pacing—letting the products and content speak for themselves. This approach helped the site feel consistent with MoMA’s broader brand while still supporting the practical needs of e-commerce.

The result was an experience that felt both functional and considered: a store that worked as a store, without losing the sensibility of the museum behind it.