Natural History Museum of Los Angeles County



The Natural History Museum of Los Angeles County (NHMLA) is home to the largest natural and cultural history collection in the western United States. Spanning three locations, it’s an invaluable research institution, cultural fixture for the city, and leader in citizen science. Our work came at an exciting time for the museum: after appointing a new director and completing an extensive renovation of its Exposition Park campus, it was time to update its strategy and branding.


Our aim was to create a strategy that would both serve the NHMLA for the next five years and beyond, but also reflect its values. We ensured that our procedure was as democratic, inclusive, and diverse as possible. To gauge the perceptions of NHMLA domestically and abroad, we conducted interviews with key stakeholders including staff, board members, peer museum directors, local civic leaders, donors, and museumgoers, and took site visits to peer organizations.


  • Materials Audit
  • Leadership Work Sessions
  • Staff & Board Retreat
  • Stakeholder Interviews
  • Staff Survey
  • Site Visits
  • Local Comparative Analysis
  • Global Benchmark Assessment
  • Strategic Framework Development
  • Implementation Consultation
  • Digital experience designed by
  • Blue Cadet: