Finding Brand Meaning

Refreshing a National Institution.


Our team of designers, researchers and strategists partnered with The American Alliance of Museums—a 106 year old organization, by far the largest of its kind—for a strategic review and recreation of their brand.

Before and After Identity Lockups and Accreditation

A New Alliance


The exploration began by giving voice to how The Alliance had evolved in the hearts and minds of its members. Through qualitative research we identified a new core for all visual and messaging development to be filtered through. Every Alliance communication would be rooted in these beliefs:

• Museums are essential
• We are the national champion for museums
• We are stronger together
• We provide a mark of distinction

All together, what was once known as an association was recast as an Alliance. A group of committed individuals who advocate in the national halls of power for museums everywhere.


A New Brand World

Full brand collateral guidelines and sample assets accompanied the project delivery, including refreshed promotional designs and a new web design approach for key pages.

Communicating Visual Meaning

Additional Identity Exploration