Respected for the boldness of its curatorial program, the New Museum in NYC is a leading destination for new art and new ideas. Conceived as a sculptural stack of boxes shifted off-axis, the architecture features a variety of open, light-filled spaces. The elegantly bold structure suits both the museum’s character as well as its neighborhood. The proposed identity embraces the off-axis, shifting personality of the museum, and allows the identity to expand easily into various applications.