Repositioning a 50 year old museum to boost visitor numbers
As the Adirondack Museum neared its 50th anniversary, it was struggling to communicate its relevance to both visitors and local communities.
Using our Brand Story Workshop as a starting point, we identified the museum’s amazing natural setting and its unique historic collection as the foundations for the brand platform. To bring this to life, we created a new tagline – “History is in our nature” – and refreshed the museum’s existing icon to work across all channels including print, web and signage. We created new collateral and signage, and also conducted brand engagement workshops for all employees to teach them about the new brand positioning and identity and to help them “live the brand.”
In the year that the museum’s new identity was launched The Adirondack Museum was predicting a decline in visitor numbers but instead experienced a 9% increase.