Amal Baidas

Amal is a brand and innovation designer with a passion for tech, culture, and the arts.

She is currently freelancing and has most recently worked as a Senior Marketing Designer at Lippincott—the brand strategy, design, and innovation experts of Oliver Wyman.

Branding
Design Strategy

As a Senior Designer at Lippincott, I worked under the design and art direction of Brendán Murphy, Senior Partner and Global Creative Director, and Devin Sager, Design Director, to create a new visual identity for the New York Historical.

Design work includes logo, typeface, and color exploration, storyboarding, case and photography support.

IDENTITY + DESIGN

Taking inspiration from the architecture and history of the New York historical to develop a brand identity system

Leaning into the Historical’s mission, the team created a brand identity using the H as a mark to connect people and ideas through time.

It’s goal to solidify itself as New York’s first museum is in tandem with standing for a bigger purpose—to help lead the nation’s civic discourse at large. The visual identity reminds us that history is a moving, living, and breathing entity shaped by a nation willing to learn and truthfully contribute to the conversation.