pem

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research
strategy
visual identity
integrated campaign
environmental
signage
web
retail

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Reinventing a museumAs part of a $200 million expansion, PEM hired Minelli to create a brand that captured their new philosophy about the kind of museum they aspired to become. Minelli enabled the museum to clearly define and communicate a new class of institution: a museum of art and culture.The impact of the repositioned Peabody Essex Museum was much more profound than anyone imagined. Attendance exceeded expectations by 250%, museum memberships substantially increased and visitor satisfaction stood at an all-time high. The positioning permeated every aspect of the institution and continues to grow in rich and robust ways.

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