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DANIEL BASILETTI

Museum of Sex
Director of Retail & Product Development  (2012-2014)


By curating a more artful and enriched program of merchandising than was previously offered at the Museum of Sex Store, the customer base was extended beyond the usual tourists, resulting in increased sales, and greater interest from manufacturers and artists to collaborate on product launches and in-store installations.


Along with the change in store merchandising, the MoSEX Store website was re-launched, with a new design by Liz Kinnmark, laying the foundation for future online community initiatives.



A new logo treatment and visual language was developed with Emilie Baltz, Kimberly Kulka and Vera Apuzen, to strengthen the store's identity. This new branding was applied to various print and digital media, including:

A product line which further explored the MoSEX store brand and the context of the store identity within the Museum.



Wayfinding, advertising, and print media: