| Currier Museum of Art
2009 REBRAND 100 Winners > notable
Industry/Sector: Museums and Libraries
Enterprise Rebrand
Country Base: USA
Below: Before Images, Rebrand Images, Summary
Summary:
Industry Setting - The Currier Museum of Art, an internationally renowned art museum, features European and American paintings, decorative arts, photographs, sculpture, and the Frank Lloyd Wright Zimmerman House. In 2006, the Currier began a 33,000 square-foot expansion to include additional galleries, classrooms, and amenities that would dramatically transform the museum.
Challenge - A distinguished contemporary museum, the Currier suffered from a general lack of awareness and the perception that the museum was elitist and not welcoming to everyone. Attracting new audiences meant that the Currier must clarify its vision and define a strategy for extending its reach.
Strategy - “Bringing art to people and people to art” was the rallying cry used to clarify and express the museum’s unique vision. Minelli developed conversationally toned messaging and a simple, harmonious visual identity system incorporating a flexible graphic device, contemporary typography, and a fresh color palette. Training tools and brand guidelines were also developed to aid the staff in understanding, expressing, and evangelizing the brand.
Result - Within two weeks after reopening, the Currier welcomed 25,000 visitors and the number of new memberships sold more than doubled. Significantly, during the prior year, the total visitor count hovered around 12,500.
Credits:
Client: Currier Museum of Art - www.currier.org
Brand Strategists/Designers: Minelli, Inc. - www.minelli.com
President: Mark Minelli
Creative Director: Mark Minelli
Brand Strategists: Emily Kaplan, Mark Ruckman
Designers: Yuko Inagaki, Trisha Leavitt
Copywriters: Emily Kaplan, Mark Ruckman
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