Jesús Moroles

Printed User Experience guide

In the spotlight of Dallas’ esteemed Crow Collection of Asian Art, renowned artist Jesús Moroles captivates with his stunning granite sculptures. Accompanying this exceptional exhibit, a meticulously crafted gallery guide was introduced to enrich the museum guests’ exploration of the artwork. This portfolio entry delves into the role I played in providing art direction and conceptual design for the guide, incorporating earth-tones and echoing the graceful curves and angles of the sculptures.

Objective: The primary objective of this project was to create an informative and visually engaging gallery guide for Jesús Moroles’ featured exhibition. The guide aimed to enhance visitors’ understanding and appreciation of his captivating granite sculptures while seamlessly blending with the exhibit’s ambiance. Ensuring easy accessibility and durability of the guide were also key considerations to guarantee an enriching experience for all museum guests.

Process / Execution: To achieve the desired outcome, I meticulously crafted a design concept that harmonized with the natural essence of Moroles’ sculptures. Earth-tones were thoughtfully incorporated, mirroring the organic elements of the artwork, and carefully selected to resonate with visitors on a deeper level. The design was tailored to be printed on durable loose pages, strategically placed at convenient locations throughout the exhibit, ensuring effortless access for all visitors.

Results: The collaboration culminated in a successful realization of the gallery guide, harmoniously accentuating Jesús Moroles’ extraordinary granite sculptures. Museum guests were provided with an immersive and insightful experience, guiding them through the artist’s profound vision and creative process. The combination of art direction, thoughtful design, and strategic placement resulted in a guide that seamlessly integrated into the exhibit’s environment, leaving a lasting impression on all who attended. The project’s fulfillment underscored the significance of artful curation and design in enhancing the overall appreciation of a master artist’s work.