Improving brand perception, consistency, and productivity.

Consistently voted one of the top children’s museums in the United States, The Children’s Museum of Indianapolis presents custom exhibits, often partnering with Mattel, DC Comics, National Geographic and many others. Consequently, the museum staff has a long list of print, digital, and outdoor promotions for multiple exhibitions to produce each year.

We started to notice that promoting big names like Nat Geo and Barbie made it difficult to identify the museum’s brand. We learned that the national partners had strict usage parameters while the museum’s guidelines were mostly about the logo and colors. Additionally, the ad formats struggled with an age old issue—ten pounds of content in a five pound bag.

We approached the museum with a plan to develop a branded marketing approach with specific guidelines and formats to establish a consistent look in their advertising. We met with internal teams to hear their concerns, leading to our report outlining critical content, media issues, and goals for the project. With leadership’s input we developed design options that added value to the brand. 

The new branded approach offers a number of benefits, starting with an energetic, colorful graphic treatment. The “swoosh” graphic allows space for the branding and event details. This brings clarity and consistency to the museum’s advertising, more immediate connections with their audience, and distinguishes The Children’s Museum from other cultural competitors. It also assures improved productivity for the staff, and perhaps most important, stronger brand footing in navigating marketing approvals with prominent national partners.

In short, improved brand perception and recognition while gaining consistency and productivity. Since this approach was introduced the museum has started using the guidelines on additional communications and everyday signage needs around the facility, further expanding the benefits of the new branded marketing approach. 

Knowing how to use your brand assets is key to connecting with your audience. Let us know if you’d like an objective point-of-view on ways to improve your brand messaging.