The Morgan

The Morgan Library & Museum is one of those rare places that’s both a research hub and a public space — where centuries-old manuscripts live side by side with modern exhibitions. It’s serious about history, but open to discovery.

In this conceptual rebrand (not affiliated with or endorsed by The Morgan) I set out to reposition the Morgan for a new era — one that welcomes a younger, more diverse audience without compromising its timeless gravitas. The goal: to spark renewed public engagement and amplify the Morgan’s voice as a guardian of global heritage.
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The process started with deep research: mapping out competitors, understanding audience segments, refining mission and vision, and shaping a brand strategy that fits the weight and wonder of the institution.

The result? A proposal that respects the Morgan’s legacy while opening new doors for people to engage with it.
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Designed in 2025.
(All artwork is in the public domain and not part of The Morgan’s collection)