Exhibition Branding and Graphics for Women Artists Retrospective

As They Saw it: Women Artists Then & Now

Designing a thoughtful and engaging experience that amplifies the voices of women artists.

Brief

This project required an exhibition design that elevated the themes of women’s creativity and resilience while addressing the logistical needs of two distinct museum settings.

  • Role

    Exhibition Graphic Designer
  • Studio

    Joelle Riffle
  • Collaborators

    This exhibition was co-curated by Martina Tanga and Erica Hirshler, Museum of Fine Arts, Boston, Maggie North and Sophie Combs, Springfield Museums; and Ann Cannon and Julia Madore, Fenimore Art Museum.
  • Deliverables

    - Exhibition brand identity - Title wall design - Exhibit section labels and artwork label templates (bilingual) - Interactive exhibition brochure design and production
  • Client

    "The MFA has shared works from its collection with four partner museums across the Northeast as part of the Art Bridges Initiative. This program by the Art Bridges Foundation builds on its mission to expand access to American art across the United States."

Background
Since 2021, I’ve collaborated with the Leventhal Map & Education Center on all of their exhibitions, designing graphics that fit seamlessly into their curatorial process. Over time I’ve developed a strong understanding of their space, constraints, and audience. For Processing Place, I was responsible for the exhibition’s graphic identity—defining the look and feel, typography, color, patterns, and wall treatments.

Challenge
The exhibition presented a large collection of objects of varying sizes and formats, all of which needed to feel integrated within a single system. The curators wanted the show divided into clear sections, with recurring touchpoints that guided visitors between pre-digital and digital mapping practices.

The graphics had to work for visitors who read closely as well as those who skim. Housed in the historic, high-traffic Boston Public Library, the LMEC gallery requires every exhibition to be temporary and flexible. I turned those parameters into a system of adhesive grids and dimensional panels that delivers impact for visitors without sacrificing an immersive experience design.

Approach
I built the system around a grid, referencing both geospatial mapping and the pixel. That foundation connected directly to objects like the digitizing puck, once used to trace maps into GIS software. I filled squares with color to create headers, shadows, and emphasis, turning the grid into a flexible structure. For typography, I used a pixel-script font for titles and a monospaced computer face for object details, tying the graphics to the language of early computing.

I designed a highlighted annotation system to connect framed maps with their labels, making relationships clear at a glance. Adhesive wall labels with a grid background formed the base layer, while PVC-mounted reproductions added hierarchy and depth. To support different reading styles, I used solid-filled headers to mark each section, giving visitors a clear entry point whether they skimmed or read closely.

Outcome
The design broke down complex content into distinct, scannable sections while keeping a consistent thread through recurring graphic elements. Visitors could navigate at multiple levels, from quick overviews to detailed exploration. The curators confirmed the design matched their vision, and LMEC rehired me immediately for their next exhibition, Terrains of Independence—our sixth collaboration.

Reflection
The project achieved its core aim: turning dense content into graphics that felt approachable, structured, and engaging. The system proved effective within LMEC’s ongoing program, requiring no significant adjustments for future projects.

Interactive Brochure: The brochure features a die-cut cover that mirrors the shape of a vase by Maija Grotell, framing Self-Portraits in Mirror by Oriole Farb. This interactive design invites visitors to use the cutout as a photo frame, encouraging engagement with the exhibition and its themes of perspective and identity.
Typography: The exhibition features Amarga, a serif font with high contrast and pointed terminals designed by a female type designer. Its inclusion complements the show’s all-female roster of artists, curators, and designers, reinforcing the exhibition’s celebration of women’s contributions to the arts.
Color Palette: Inspired by recurring blue-green tones found in the featured works, the color palette unifies the exhibition while allowing each piece to stand out.
In Their Own Words: A special booklet embedded within the brochure features reflections from three artists, printed on cream stock to create a tactile and intimate addition.
Bilingual Design:
To serve audiences across both museums, all exhibition text, labels, and brochures were designed in English and Spanish with equal prominence. The design ensures clarity, readability, and a harmonious presentation, supporting the Springfield Museums' community-oriented mission while making the exhibition accessible to diverse visitors.
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Joelle Riffle