Overview: The Museum of Modern Art’s holiday card program began in 1954 with the introduction of holiday cards created by contemporary artists and designers whose work was represented in the Museum’s exhibitions or permanent collection.  

 

Each year, MoMA selects artwork submitted by designers and artists whose designs reflect The Museum of Modern Art, modernism, and innovation in card design.  

 

Challenge: Members of the MoMA Retail group face a grueling process each year to select the new holiday card line. The committee’s criteria focuses on production budgets and past sales figures, which leads to a selection of cards that is premium but generic. How can MoMA solicit holiday card submissions that interpret the holiday season in a uniquely MoMA manner?

 

Strategy: MoMA can look at the essence of its brand — what attracts millions of visitors annually — to find the unique quality that each card can embody: the superimposition of modernism and art.

 

1. Direct the request for submissions to schools, professional organizations, and artist collectives whose work aligns with the Museum’s collection.

2. Provide a prompt that asks for the right balance of concept and experimentation.

3. Identify a list of qualifications to help selection committee evaluate submissions.

client: MoMA Store

 

Team: Graham McMullin, Veta Bates, George Mathew, Amrita Advanti, Sarah Fudin, Mark Kinsley (Advisor)
Role: Research, Design Strategy, Design Prototypes