newark museum

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research
strategy
brand architecture
messaging
visual identity
implementation
retail

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Raising the profile of an extraordinary museumApproaching its centennial anniversary, and energized by a future building expansion project, the Newark Museum was seeking to dramatically raise its profile to one of national and international significance. To achieve this goal, the Museum hired Minelli, Inc. to develop an overall brand strategy and to design and implement a new visual identity. Through interviews, questionnaires, and time spent observing visitors at the Museum, we learned that the Newark Museum offers truly unique experiences for people to encounter world-class art and science. We used this insight as the central component of a verbal and visual storytelling system that communicates the idea that every visitor to the Newark Museum embarks on an intensely personal journey that can be told and retold in countless ways.

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