Redefining a Historic Art Museum
The Crocker Art Museum has realized the most monumental endeavor in its 120-year history. An expansion project was recently completed that not only tripled the size of the museum but also re-imagined all facets of the organization, from collection and exhibitions to education programs, with a goal of enriching every aspect of the visitor experience. This vision was realized through an integrated process in which the Museum changed the way it sees itself, as much as the way it is viewed by others.
MET Strategies was engaged to assist the Crocker’s staff and leadership as they entered the critical transitional period between planning a new building and running a successful and dynamic museum. We built internal alignment around a compelling vision and shared values. In collaboration with Michael Altman, we defined the museum’s brand proposition and positioning as the leading arts institution in the region, and implemented this strategy through marketing communications, graphic identity program, advertising and web design. The new Crocker opened to tremendous acclaim in October 2010.
Brand Strategy: Beth Tuttle, Michael Altman
Creative: Michael Mansfield