Alumnus Julia Hoffmann, creative director of advertising and graphic design at the Museum of Modern Art, New York, discusses her life and career. Born in Frankfurt, Germany, Hoffmann earned her BFA in Graphic Design in 2002 from the School of Visual Arts, where she now teaches.

As creative director of advertising and graphic design at The Museum of Modern Art (MoMA), Julia Hoffmann oversees brand identity and design for exhibition graphics, advertising, signage and collateral projects for all of MoMA's exhibitions and programs. She leads a creative team to develop design solutions that enhance MoMA's brand in New York City and around the world.

Previously, Hoffmann was interactive art director for the Colorado-based advertising agency Crispin Porter + Bogusky, where her clients included Burger King, Microsoft and Volkswagen. She started her career working for Stephen Doyle and later for Paula Scher at Pentagram in New York, designing identities, branding systems, packaging and publication design for the Public Theater, Time magazine and the Metropolitan Opera. She was the lead designer on Jon Stewart’s award-winning bestseller, America (The Book): A Citizen’s Guide to Democracy Inaction.