museum of science

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research
strategy
visual identity
brand architecture
collateral
signage
environmental

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Repositioning New England’s largest cultural organizationThe Museum of Science draws over 1.7 million visitors each year. A new strategic plan marked the most significant institutional change in the museum’s history. Minelli, Inc. was hired to develop a new brand strategy reflective of the Museum’s plans that includes expanding their reputation beyond New England and becoming a national leader in science and technology.The strategy Minelli developed has formed the backbone of the initial phase of a $250+ million capital campaign — both in communication and in thinking of their audiences. It is also actively informing the museum’s programming, visitor experiences, and exhibit planning — making an integrated brand experience possible and fulfilling on their brand promise.

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