The promotional campaign for Black Abstract, a recent exhibition at the National Museum of Women in the Arts, shows our work philosophy in action. Whether we are refreshing a visual identity, launching a brand awareness campaign, or promoting an art exhibition, strategy comes before design, placing a premium on including the voice of the customer.
In this follow-up to "Why rebrand?" I’d like to highlight some reasons that do not pass muster. I have seen all of these serve as the primary reason for a rebrand. If you happen to see them, please take it as a warning that the question of “Why” needs closer examination.
Why rebrand? Thoughts prepared for the Chicago Museum Exhibitors Group on the topic of Rethink, Rebrand: Why, When and How Museums Reinvent Themselves
This article is written with museum examples in mind, but the principles apply much more broadly. Experience shows us that the sequence of these three questions is important. Only initiate a rebrand with a solid why. Then explore when and how.
At Communicating The Museum Brussels, Raquel Meseguer, who hails from the theatre world, gave a seemingly unassuming presentation that was actually electrifying and a revelation: Dreams of Resting Spaces. Should we not find in museums—especially art museums—a place of respite, rejuvenation, mystery, contemplation, and inspiration?
I recently listened to an episode of Freakonomics called “Here’s Why All Your Projects Are Always Late — and What to Do About It.” Its discussion of the human tendency to plan on getting stuff done, but often falling behind schedule and going over budget, struck home for me. I meant to write a post about it … so here I am today, having suffered for a month and a half from the most obvious component of the planning fallacy.
Artists don’t usually think of themselves as brands. I’m sure the idea chafes. “I am an artist” is an assertion against branding and its requisite responsiveness to customer demand. But despite all protestations to the contrary, artists are brands.
What are a few of the most common pieces of BS that people believe about branding? Watch as Tronvig Group President and Creative Director James Heaton breaks down each.
With an entire culture dedicated to what purports to be the biggest decision of your life, there is surprisingly little information on how students are supposed to choose which college to attend. People rarely discussed specific programs or opportunities; instead, you were meant to conclude from some combination of personality, party habits, and academic performance where you’d fit in. To choose a college was to determine the school that best aligned with your personal brand.