Hilary Greenbaum is a New York-based designer. Since 2012, she has led the in-house design team at the Whitney Museum of American Art. Most recently, she directed the creative development of the Whitney Biennial brand.

She worked alongside Experimental Jetset to launch the Whitney’s identity in 2013, overseeing the design of each application of the new system and planning the phased integration of the release museum-wide.

When the Whitney relocated to the Meatpacking District in 2015, Hilary played an integral role in the strategy, design, and implementation of the building’s wayfinding, digital, and donor signage.

She also worked with artist Rayyane Tabet for his contribution to the 2022 Whitney Biennial, entitled Becoming American, which in part populated the museum with 35 questions from the U.S. naturalization test within the language of the museum’s existing signage system.

For each exhibition on view at the museum, her department is responsible for the concept and execution of the wall graphics, from the title to the individual object labels.

Select exhibitions and performances also require her and her team to produce printed ephemera to provide additional context.

In support of the the 2021 completion of David Hammons’s Day’s End, a permanent public art project in Hudson River Park, Hilary provided art direction for the signage, promotion, and documentary photography.

She has also collaborated closely with the Whitney Shop to create hundreds of museum-branded retail products, apparel items, and packaging solutions as well as a customized website.

And in celebration of the Whitney’s vast collection or in partnership with the Whitney’s Independent Study Program, she has led the design of numerous publications.

Hilary created the identities for the Studio Cafe and Untitled, both restaurants within the Whitney operated by Danny Meyer’s Union Square Hospitality Group.

She and her team also treat the Whitney’s youngest constituents to a special, and more colorful, iteration of the identity.

And to promote significant moments for the Whitney to a broader audience, she has partnered with the museum’s Marketing team to create a wide variety of advertising placements.

Prior to her current position, from 2007–2012, Hilary designed covers and feature stories on weekly basis for the New York Times Sunday Magazine.

In 2011, she also wrote a design series on the magazine’s blog called Who Made That? which became a weekly column in the printed magazine and the subject of a special issue.