I was brought in as the art director for the Milwaukee Public Museum, a newly created position that would entail looking at 125 years of marketing with four different branding programs. I accessed consultants reports, outside vendor assessments, voices/personality from marketing and profiles from membership as well as a brand survey in order to understand the history, voices, departments and programs that the museum offered.
The end result was coming up with a cohesive system that integrates a robust variety of programs while keeping the strongest elements of the brand for the equity that it has and unifying the look and feel of all materials into a system that reinforces the Museum first. All work should be identifiable as coming from the museum and not a program or exhibit which may have their own identifiable characteristics. The goal is to create a strong and identifiable brand that connects with people.
One of the biggest opportunities to have others market for you is in shopping bags. As customers leave your business after making a purchase, they’re carrying around a walking billboard promoting you. Read more.