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New-York Historical Society & Library

New-York Historical Society & Library

“Tronvig Group has been working with us for years and consistently delivers strategically thoughtful solutions to problems as they arise. They have a practiced sensitivity to audience need and an understanding of how important a rich understanding of the audience is for any marketing activity.”

—Laura Washington, VP Communication, New-York Historical Society

“Of all the agencies bidding to help us relaunch the institution Tronvig Group’s proposal was the most thorough, thoughtful and original. Their work over the years has been the same.”

—Richard Shien, CFO, New-York Historical Society


The New-York Historical Society was a “black box” museum—with low levels of awareness, poor brand recognition and low attendance, except for temporary special exhibits.

There was no coherent brand communicated on the main institutional website or on more than 30 other websites. Each had its own look and feel. We had to establish a brand strategy first and then implement it across all of the museum’s many assets.

Website before

Original web assets, no consistent brand application
NYH before

NYH befores


Research showed that competition with the Metropolitan Museum of Art—a kind of “Met Jr.” status—was hurting the institution. While N-YHS has a great art collection, it was not possible for it to compete on those terms with the Met.

The New-York Historical Society brand was diffused over a wide array of online assets. This needed to be consolidated to accrue traffic and brand power to the main website.

Our insight pushed us to shift the brand focus to history—not art—and open up the walls of the building so that the collections and exhibits were not a mystery to the uninitiated.

NYH findings

Website after

NYH after


Traffic was stagnant or falling prior to the implementation of our strategy and tactical execution. Subsequently, growth has been steady.

NYH result

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