BRAND CHALLENGES:
• Support increased visitation and engagement
• Speak powerfully to Native and non-Native audiences alike
• Support increased visitation and engagement
• Speak powerfully to Native and non-Native audiences alike
PROJECT ELEMENTS: Brand Platform, Logo and Visual System, Voice Guidelines
In keeping with the museum’s mission to foster “a richer shared human experience through a more informed understanding of Native peoples,” the museum aims to appeal equally to Native and non-Native visitors alike. The new identity supports a new brand promise designed to help guests of all backgrounds enjoy their experience and: “to learn something about your country and yourself that you absolutely didn’t know before.” Guided by the brand personality attributes: welcoming, honest, eye-opening and inspiring, the "Identity Stripe" represents all Native Peoples, paying homage to the many tribes. Colors are inspired by traditional Native American artifacts which are found in the collection.
