Image
Top

CRYSTAL BRIDGES MUSEUM OF AMERICAN ART

VISUAL IDENTITY SYSTEM AND MUSEUM’S OPENING CAMPAIGN

CB_1

In size and ambition, Crystal Bridges Museum of American Art is the biggest museum of its kind ever created from the ground up. Opened in Bentonville, Arkansas in 2011, the Museum had fundamental decisions to make about its market position and brand identity. Working with Museum leadership, our strategy team helped Crystal Bridges determine the kind of museum it wanted to be, how to announce itself, and how to generate excitement locally and across the nation.

CB_2

STRATEGY

Through stakeholder interviews, audience research, and mission and vision workshops, our strategy team worked with the Museum to develop the Museum’s desired brand positioning and messaging, centered on its most compelling offering: a unique blend of art, architecture, and landscape.

CB_3

GRAPHIC IDENTITY/GUIDELINES/AD DESIGN

For the logo, we integrated three shapes — inspired by the elegant, organic form of Mosche Safdie’s design for the Museum — to symbolize the three key elements of architecture, art, and nature.

CB_4

CB_6

CB_7

CB_8

CB_9

CB_10

CB_11

 

To help Crystal Bridges maintain and develop its brand over time, we provided comprehensive design guidelines for a range of communications and marketing materials. For the Museum’s opening campaign, we featured dramatic shots of the building in its natural landscape juxtaposed with bold language.

CB_12

CB_13

IMPACT

The Museum opened to the public November 11, 2011, to an extremely positive reception—and has observed attendance exceeding 1 million visitors since then.