The Saffitz Museum of Art is a fictional museum located in New York City. The Fitz is an alternative art museum for both art lovers and the people they drag with them. The goal of The Fitz is to bring passionate and skeptical visitors alike into the world of art, artists, and art history. The Fitz brand is built on the understanding that art history is not clean and simple, but rather complex and dynamic. Through eclectic but intentional design, creative use of content, strong attention to detail, and a sense of humor The Fitz brand clearly reveals that it is not a conventional art museum. Through a strong web presence, creative publications, and an engaging customer experience The Saffitz Museum of Art makes the art world inviting to everyone. This project consisted of branding, environmental design, print media, promotional posters, interactive design, merchandise, and an exhibition catalogue.
