The Whitney needs to be differentiated from all the major museums in New York City. Consumers need to understand that the Whitney offers more than just the art on display; its about the views, the education, and the inclusivity. In addition, the Whitney is suitable for all ages, cultures and ethnicities. The idea is to reflect New York City’s theme of “welcome all” with the Whitney campaign.

Below are three standard 8.5” x 11” prints, a television story board, and example social media posts.