Attracting visitors with an updated brand
The Newark Museum of Art is one of the oldest and largest museums in New Jersey. To get new visitors (families with kids living at home, young people, regional tourists, and Newark residents) in the door—and make the Museum matter to 21st-century audiences—they needed to make a more powerful first impression.
Reaching and engaging new audiences.
Established to promote appreciation, understanding, and enjoyment of the arts and sciences, The Newark Museum of Art fosters curiosity and a community that welcomes everyone. The Newark Museum of Art needed a brand to attract younger audiences in their 20s and 30s without alienating families, and also wanted to double down on its impressive chops as a museum of art. In order to make the Museum appeal more broadly to families, young people, regional tourists, and local residents, they needed to overhaul their brand assets.
An energetic visual system.
The Newark Museum of Art wanted a new identity that promoted a vibrant and vital community space with lasting visitor connections. We conducted visitor interviews, developed the Museum’s audience personas, and, in a day-long intensive, worked with the Museum’s leadership to define their personality and positioning. We wrote a versatile tagline (“Make room to wonder.”) to match their new name and sharper focus as The Newark Museum of Art. We then created a new logo and brand architecture strategy for a refreshed visual system to match this new direction.