At Newfields, my team develops creative campaigns and visual systems that bring the institution’s multifaceted brand to life. As the head of design in the Marketing Department, I oversee creative campaigns across print, digital, environmental, and experiential touchpoints, ensuring consistency while showcasing our charming, dynamic brand. My role blends strategic marketing and visual storytelling to help make connections with audiences, encouraging them to engage with art, nature, and community in meaningful, memorable ways.
Projects & Campaigns
Wayfinding
As the lead designer on the museum's comprehensive wayfinding initiative, this project represents a full-system approach to visitor experience design, grounded in rigorous research, cross-departmental collaboration, and a deep commitment to accessibility. The process drew on site visits to peer institutions, strategic recommendations from Section 127 (the firm behind wayfinding at Indianapolis International Airport, the Colts, and IMS), and consultations with Guest Experience, Interpretation, Curatorial, and the museum's UI/UX Designers and Developers to ensure visual and operational consistency across the institution.
The resulting design system is intuitive and rigorously legible. Color-coded floor directories use a logic rooted in the collection itself: the green of The Garden anchors Floor 1, the bold red of the massive Fletcher Benton sculpture defines Floor 2, blue guides visitors to the Asian and Design galleries on Floor 3, and yellow marks Floor 4's dynamic rotating exhibitions, including an upcoming contemporary gallery. GT Eesti's clean letterforms, tracked for clarity and sized well beyond minimum accessibility thresholds, carry visitors through the space. From standardized elevator headers to wall directories at key decision points, every element was designed for consistency, replaceability, and long-term ease. This is wayfinding as a foundational layer of the visitor experience.
Three million lights dance beneath your feet and twinkle overhead, reaching the tips of 100-year-old trees in this real-life winter wonderland.
As the days get longer and the sunshine gets stronger,
Newfields bursts to life with more than 40,000 blooming bulbs.
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Newfields is proud to host the Indianapolis Museum of Art, where visitors can explore a diverse collection of works by great artists including Georgia O'Keeffe, Vincent Van Gogh, Roberto Lugo, Ansel Adams, and many more. The museum features a rotating calendar of exhibitions, offering something new with each visit.
