| Natural History Museum of Los Angeles County
2010 REBRAND 100 Winners > merit
Industry: Museums and Cultural Organizations/Services
Enterprise Rebrand
Country Base: USA
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - The Natural History Museum was one of the first cultural institutions built in Los Angeles, almost 100 years ago. With a collection of 35 million objects spanning 4.5 billion years, it has been a beloved institution in the city.
Challenge - As a county institution, the Museum has been confronting fiscal constraints for years. When we began the project, even the Museum’s newest gallery was 30 years old, and many people in the public viewed the whole place as a bit “dusty musty and fusty.” Almost all design work was being done in-house with a very small team that had no established standards to help promote consistency and brand recognition.
Strategy - KBDA began the project with in-depth market research and delivered robust recommendations to help the organization recognize that to build a powerful brand, it would need to invigorate every aspect of the organization in order to create a quality visitor experience. KBDA helped the Museum develop a comprehensive brand platform that helps connect key strengths to core (as well as potential) audiences. This platform has been used to inform the organization’s strategic planning process, as well as all communications initiatives.
Because natural history museums in general tend to be “pegged” as old fashioned, ponderous and dowdy, we developed a brand language that showcases what is unique and fantastic (“It’s the REAL thing!) but “plays against type,” using a clean, bold and unexpected tone.
Result - The branding efforts have helped define the ways the Museum is “re- imagining” itself. Within 5 years, the Museum will have transformed over 50% of its public spaces. The brand work is being used to inform every important decision – from programming to exhibit design, as well as all of guest services. The brand guidelines are being used by every department, and with all outside providers. Templates, when appropriate, guarantee a level of consistency and efficiency with budgets that are still tight.
Many long-time members and donors now remark that the place feels upgraded each time they visit!
“Thanks so much for KBDA's continued fine work. You have breathed life into the brand!”
Jane Pisano, President of the Museum
Credits:
Client: Natural History Museum of Los Angeles County - www.nhm.org
Brand Strategists/Designers: KBDA - www.kbda.com
Creative Directors: Kim Baer/Allison Bloss
Design Team: Allison Bloss, Elizabeth Salud, Keith Kneuven
Environmental Graphics: KBDA and Carbone Smolan - www.carbonesmolan.com
Writing:
Posters: Michael Lejeune
Environmental Installations and Fundraising Brochure: Eric LaBreque
Website Kristin Friederich
Still life photography: Karen Knauer - www.karenknauer.com
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