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Whitney Museum of American Art Sixties Surreal Campaign & Exhibit

Credits
  • Creative Director: Hilary Greenbaum
  • Lead Designer: Faith Kaufman
  • Senior Designer: Jon Gorman
  • Designers: Yasmin Ali, Juan Aranda
  • Project Manager: Erika Wentworth
Project Description

In September 2025, the Whitney Museum of American Art in New York City opened Sixties Surreal, an ambitious, scholarly reappraisal of American surrealist art from 1958 to 1972. The marketing campaign and exhibition graphics that accompanied the exhibition aimed to communicate the exhibition’s intellectual rigour and contemporary relevance while aligning with the museum’s established visual identity.

The design direction purposely avoided clichéd 1960s psychedelic aesthetics, instead using restrained typography and structured layouts to reflect the Whitney’s brand as well as the curatorial intent of the exhibition. Subtle disruptions—such as silhouetted imagery and the inversion of the word “surreal”—introduced tension between order and irrationality, echoing the exhibition’s themes.

Strategic communication across print, digital and out-of-home platforms ensured accessibility to a wide public audience without overly simplifying the complex notions within the display. The campaign generated over 120 million impressions, significantly expanding audience reach and engagement. Its clarity and distinctiveness contributed to increased attendance and strengthened institutional visibility throughout the span of the exhibition.