ica

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research
strategy
messaging
visual identity extension
integrated campaign

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Positioning a daring museum for successApproaching its 75th anniversary armed with new curatorial leadership, the Institute of Contemporary Art/Boston (ICA) had arrived at a critical juncture. With the opening of its iconic building in 2006, the institution succeeded in launching Boston’s waterfront revitalization while reshaping how the city and the world think about contemporary art and architecture in Boston. Following several successful years with some high-profile exhibitions, the Museum is facing stalled momentum and an emerging local competitor for the contemporary art audience. Realizing that there is still much work to do to reach their goals, the ICA hired Minelli, Inc. to refresh its brand position and visual identity in order to bring the institution to the next level of recognition and engagement.

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