Even in today’s quickly evolving world of interactive and direct response marketing, the MoMA Store print catalog continues to be a critical revenue and multichannel traffic driver for the MoMA Store audience. Bonnie Mackay was responsible for the catalog remaining fresh, relevant, and compelling in terms of both creative direction and merchandising.
Product elevation, storytelling, and compelling visual concepts were the key goals in the development of the MoMA Store catalog. Bonnie steered the product merchandising throughout the catalog, directed the product photography, and worked to develop the key stories, resulting in an elevated presentation of the many new products each season.
As Creative Director for The Museum of Modern Art’s Retail Division, Bonnie Mackay was responsible for the brand experience at every point of contact. A highly visible example is the MoMA Design Store shopping bag. Adapting MoMA’s recent rebranding for use in the stores, Bonnie’s creative team developed new Retail packaging graphics, including a redesign of the iconic shopping bags.
The new shopping bags showcase bold design and an innovative, environmentally friendly material. The bag is produced using TerraSkin, a tree-free paper product made of minerals, which will slowly degrade back to its source: the powder of stone.
The durable, eye-catching bags quickly became ever-present in New York’s retail landscape, reused daily by the city’s commuters. The design was selected for the 2010 Sustainable Packaging & Communication Exhibition, Utrecht, the Netherlands, and was awarded the American In-Store Graphic Design Award, from Graphic Design: USA.
Retail marketing channels and the ways in which consumers interact with brands changed dramatically during Bonnie Mackay’s tenure at The Museum of Modern Art’s Retail Division. In her roles as Creative Director and Director of Marketing, Bonnie was responsible for overseeing the extension of the MoMA Store brand across numerous interactive, direct response and social media channels. These included the launches and evolutions of the MoMAstore.org e-commerce website, email marketing campaigns, and online advertising.
“Find Something You LoVE” was one of the most successful and longest running retail marketing concepts developed by creative director Bonnie Mackay and her team for the MoMA Stores.
Recently commissioned marketing research showed that customers strongly associated the MoMA Stores with the idea of “discovery.” The MoMA Stores were places shoppers went to find new and unique items they wouldn’t see elsewhere, special items for themselves or for giving to others. Happily, this concept was fully consistent with the mission of the Museum and its Retail department.
Retail’s in-house creative department developed the “Find Something You LoVE” message and creative concepts, with the graphic treatment of “LoVE” intended to evoke the MoMA logo. The concept lent itself to many successful, multichannel marketing campaigns. Its simple, universal theme also worked well in the MoMA Store’s international markets.