The Bravery It Takes to Find the Heart of a Story

Jonathan Cohen of G&A reveals how the agency's designers push themselves out of their creative comfort zones to build its strongest work. Creating memorable experiences that forge deep human connection, he argues, means challenging both visitors and designers alike. Drawing on signature projects for the Cleveland Museum of Natural History, the International Spy Museum, and the National Museum of African American Music, he champions craftsmanship as the foundation of true immersion.