amy hafemann design

amy hafemann . graphic design

treasure hunt guides

for Museum of Wisconsin Art

Several academic-focused treasure hunts are produced each year as a guide for school groups and children as they walk the museums' galleries. My assignment was to create a fun, whimsical adventure that appealed to kids. I worked with the education team and curators to make decisions on which artworks to feature and what each game would be.

art on tap

Exhibition campaign for Museum of Wisconsin Art, Summer 2016


Art on Tap was an exhibition of early Wisconsin brewery art and advertising. The exhibition was expansive and the programming far beyond anything the museum had done in the past.

I worked with a team of marketers to create catchy taglines. Then I was off to create some fantastic designs. Somehow I was supposed to marry the pre-prohibition feel of the era with the modern, cutting-edge brand of the museum. I choose an off-brand font, Royal Crimson, and choose colors that represented the era. The big blocks of color and the catchy taglines played to the brand of the museum.


A robust marketing campaign was also needed. Media outlets included a 16-page newsletter, direct mail postcard, exhibition brochure, print and web ads, e-newsletters, e-postcards, website and other internet presences, press publicity, radio, and television.


The exhibition received regional and national press. Among the best are: a feature article in the National Endowment for the Humanities’ monthly magazine, Humanities, an article in Vice Magazine, as well as several articles in the Milwaukee Journal Sentinel, Milwaukee Magazine, Tap Milwaukee, and Urban Milwaukee.


Onsite attendance for the exhibition was 8,237. Attendance was up 44% over the same time period last year. One of the biggest indicators of success was that there was a 68% increase in first-time visitors over the year prior during this time.

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annual report

Museum of Wisconsin Art, 2014

Perfect bound booklet created for the Museum, 2016

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exhibition campaign

Worn to be Wild for Harley-Davidson Museum

Each summer the museum hosts a big summer exhibition. In 2012, it was “Worn to be Wild: The Black Leather Jacket”. The logo design and some design elements came to me from another firm and I implemented the concepts into actual pieces. I was fortunate to have been such an integral part of this launch, as it pushed me to design outside my normal.

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media book

for Harley-Davidson Museum

This book was designed for both print and electronic use. It serves the purpose of feeding media information about the Museum’s uniqueness, history, and upcoming events. During my time at the Harley, the marketing team was going through a re-branding, so many of my projects were incorporating a little bit of the old with a little bit of the new. They are still using this book today!

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member brochures

for Museum of Wisconsin Art

These gate-fold brochures were designed to educate visitors about the museum’s membership policy. These pieces set the brand for the museum and have been revised one time since opening. I worked with the executive director and development team to come up with a visual way to explain the cutting-edge membership policy.

david lenz

Exhibition campaign for Museum of Wisconsin Art, Fall 2016

This project was a retrospective exhibition of photo-realist painter, David Lenz. The painter had a passion for depicting inner-city children, people with intellectual disabilities, and small-time rural farmers.

I created marketing pieces that did not take away or interefear with these magnificent paintings, including a newsletter, postcard, print and web ads, e-newsletters, website page, and a full color full-color, 66 page book. I was the deisgner of the book and played a key role in managing an aggressive timeline to keep the project running smoothly. I worked with the mseuum director, writers, and curators to gather content and imagery. Then off I was to design the entire book. I noticed a circle theme throughout this artist's work and used this as a stepping stone for the design work.

The exhibition received regional and international press. Among the best are: a video article/interview on Al Jazeera, the cover of the October Shepherd Express as well as several articles in the Milwaukee Journal Sentinel and Urban Milwaukee.

The last-weekend attendance at the museum reached 565, the highest attendance for a weekend museum visit to date.

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art and chalk fest

for Museum of Wisconsin Art, July 2017

Created festival materials for the Museum of Wisconsin Art’s inaugural art fair. This project included an event logo, brochure with a map and list of weekend activities, event signs and banners recongizing sponsors, a robust website page design with an image gallery of participating artists, several eblasts to members, several additional maps for traffic regulations, countless print, web, and social media ads, and event photography. I even helped at the face painting booth on Saturday!

With 50 artists booths,13 professional chalk artists, 500 children's face paintings, and over 250 squares chalked by families, the festival was a huge success and reached record-breaking attendance of over 10,500 visitors. This design campaign set the tone for future festivals.

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glam on the green

Gala Invitation for the Museum of Wisconsin Art

Inspired by “Greenery” the 2017 Pantone of the Year, this project included a printed invitation for the museum’s biennial gala. “Glam on the Green” posed a design challenge to create an off-brand look and feel that would be carried through to event décor. A tri-fold invitation, RSVP card, matching envelopes, menu, registration card, and a website page completed the project.


Several concepts were presented by myself to a room of 15 committee members, often with differing opinions and views. I listen and collect their thoughts, then mesh it into one strong design. Whew!

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state of the wedge

Unique invitation for the Museum of Wisconsin Art

A triangle-shaped invitation and program for an annual stakeholder meeting. The shape mimics the angular shape of the building.

travel iteneraries

Sales sheets for travel tour leaders, Visit Milwaukee, Harley-Davidson Museum

Created bi-folded itenerary sales tools for a group of travel professionals creating day trips for tourists visiting Wisconsin. Great projects in which I get to test my map-making skills, always bright and colorful, and fun!

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