Penn Museum

Strategy & Design


We partnered with the University of Pennsylvania Museum of Archaeology and Anthropology to create a comprehensive positioning and naming strategy, including a new graphic identity and corresponding guidelines. Our collaboration with the Penn Museum began in 2012, in a mission development process that resulted in a powerful articulation of the Museum’s intent: The Penn Museum transforms understanding of the human experience. Over the past five years, the Penn Museum has worked to bring that mission to life by inviting in new audiences, experimenting with how to best engage them, and embarking on an ambitious re-design of its signature galleries—all with the aim of sharing the Museum’s groundbreaking scholarship, excavations, and objects with the public in an engaging and inviting way. 


  • Leadership Work Sessions
  • Stakeholder Interviews
  • Audience Research
  • Positioning and Naming Toolkit
  • Visual Identity and Guidelines