Guggenheim Museum

Ads for the Guggenheim Museum designed by Ellen Shapiro of Visual Language LLC

museum

THE GUGGENHEIM
If This Is the Frame,
Imagine the Art Inside

For more than a decade, we produced the Guggenheim ads that appeared in dozens of New York City visitor and travel publications.

Guggenheim_3 New

The “If this is the frame” campaign ran successfully since 2002 in full- and fractional-page sizes. We typeset some iterations in Portuguese and Mandarin.

Gugg2010Ads

Every few years the logo and creative are refreshed.

GuggAbstractionCampaign

An earlier campaign to bring new audiences to the Guggenheim included a direct mail package that was the museum’s most successful membership solicitation to date.

Our research showed that art lovers most appreciate receiving invitations to black-tie openings. We developed this event invitation that includes, for a modest donation, a one-year membership. This concept has been widely imitated by other museums.