MoMA Store (Case-Study)

MoMA Store

When the pandemic hit, MoMA pivoted hard to digital. As lead designer, I helped campaigns go from concept to live website—managing launch dates, coordinating with developers, and working within an old, creaky tech stack that required constant creative problem-solving.

Industry:
E-commerce

What I Did:
Seasonal catalogues
Email campaigns
Out-of-home signage
Social banners

Replacing
Spreadsheets
With Notion

The team used to track everything in Excel. Campaigns got delayed because information was fragmented. So I pitched and set up a Notion board where everyone could see exactly where we were, especially during holiday rushes.

It kept us from stepping on each other's toes and gave designers a place to share inspiration and just get through the day. 

Creative
Partners

Creative Direction and Art Direction set the vision. Lead and freelance designers handled execution.

Merchandise Planning, Email Marketing, and Copywriting kept everything aligned.

External agencies brought specialized expertise for performance campaigns.

Email Design

In one year, we launched 220+ emails. Our templates helped us stay consistent, while still creating projects that reflected what was actually selling.

220+

Emails Per A Year

Emails went from a few campaigns a month to a year‑round machine—holidays meant a dozen emails a week.

We built a modular design system around the product, not a template, so we could scale fast without losing freshness.

Website Maintenance

As lead designer, I also handled front‑end implementation—but the lift was low because we kept the website tightly aligned with our email campaigns.

The same modular components, typography, and product grids translated seamlessly from email to web. Consistency made it easy: what worked in the inbox worked on the homepage, sub‑categories, and PDPs.

Bespoke
Campaigns

For seasonal sales and high‑profile launches—KAWS, Vans, Herman Miller—we set aside the usual templates. These brands already had a loyal following, so we gave them special treatment: unique layouts, custom typography, bolder visuals.

The goal wasn’t to follow our own rules, but to serve the moment. Sometimes breaking the system is the best way to honor what makes a product special.