About Me


I’m a seasoned professional who pays attention.

I have been working in the arts for over ten years and have designed graphics and exhibitions for clients including the Forbes Galleries, the Connecticut Historical Society, and the American Friends of the Louvre. I hold an M.A. in Exhibition and Graphic Design from the Fashion Institute of Technology, SUNY and a B.A. in art history from New York University. I began my career on the curatorial side which provided an opportunity for publication in two exhibition catalogues as well as a strong foundation in exhibition development and collections management.

A native New Yorker, I live in Brooklyn and work with clients around the country. I am proficient in Adobe Creative Suite (Photoshop, Illustrator, InDesign and Dreamweaver) and Vectorworks. I also have experience with Quark, AutoCAD, 3d StudioMax and the Museum System.

I am a member of the American Alliance of Museums, the National Association of Museum Exhibitors, and the College Art Association.

I am an Adjunct Instructor at the City University of New York and am teaching typography and Adobe InDesign. I have served as a guest critic and instructor at FIT and Parsons.

Johanna Goldfeld Design is a certified NYC Woman-Owned Business. Click here to view my Capability Statement

Click here to view my resume.

Click here to read my article in museum, the magazine of the American Alliance of Museums.


I can seamlessly blend into your team, or, with a robust network of experts including copywriters, industrial designers, printers, fabricators, lighting designers, conservators, and programmers, I can offer the benefits of working with a full-service design firm.

I can capture the themes and ideas that are most essential to your organization by:

Understanding your process. With over 10 years of experience working in the curatorial, public relations, and design departments of cultural institutions, I have a unique awareness of the needs of all departments, from the importance of consistency in grammar to marketing deadlines.

Communicating complex content. My ability to communicate visually and verbally and my training in art history enable me to offer clients an integration of concept development and aesthetics.

Conveying your message through the look and feel of your materials, not just the words. In our first meeting, I’ll learn the function and—most importantly—the personality of your organization or business. A coherent concept, conveyed through carefully crafted colors, graphics and motifs is a powerful vehicle to engage your prospects on an emotional level. Free templates for logos, websites, and postcards are ubiquitous but easy to identify and offer limited design potential. As we develop your design package, images, colors and layout are open to infinite possibilities.

Planning holistically. I strongly believe in not only sticking to a budget, but finding sustainable design solutions that make sense for you in the long run. My recommendations for label production and pedestal fabrication methods often depend upon whether they will remain in place for some time, or will need to be re-used in a different context at a later date. By working with you from the initial identity design, straight through all aspects of production, I can collaborate on a schedule, integrate it with your marketing strategies, and meet all of your deadlines.

Visualizing. I am proficient in a diverse group of programs such as Adobe Suite and Vectorworks. Digital mockups and renderings are a terrific tool for studying a variety of options in advance of installation.