Founded in 1899 as the world’s first children’s museum, the Brooklyn Children’s Museum (BCM) is New York City’s largest cultural institution designed especially for families. BCM serves 300,000 children and caregivers annually with exhibits and programs grounded in visual arts, music and performance, natural science, and world cultures.
The Challenge:
Making Materials Modern
Despite being well-known among families and children throughout New York City, the Brooklyn Children’s Museum felt their marketing materials were outdated and didn’t reflect the full value of their brand.
BCM does a remarkable job of ensuring their exhibits and museum displays resonate with their audiences, but they hadn’t invested those same resources into their marketing collateral did so as well. They wanted their assets to reflect their contemporary, family-first vibe, so they worked with us for a redesign effort.
The Solution:
Closing the Gap on Collateral
After meeting with BCM’s leadership team and studying their existing displays and materials, we instantly understood the important role that the museum plays in the city at large. Yet we also understood the gap between the museum’s vibrant brand and its existing collateral.
Our mission was to close that gap by ensuring the marketing materials more accurately reflected the museum’s visual brand and messaging. With thousands of families visiting every year, it was vital for the museum to keep their brand consistent across multiple different touchpoints.
While many of our clients ask us to recreate or refresh their brand, BCM was looking to us to extend and enhance the strong brand they had already created. We were able to leverage their existing visual identity and persona to ensure every piece of marketing they produced was consistent and valuable.
With thousands of families visiting every year, it was vital for the museum to keep their brand consistent across multiple different touchpoints.
The CREATIVE:
Bringing a Sense of Play Back to Marketing
We worked to close the gap between a well-respected museum brand and the outdated materials they needed to share with the world.
Collateral
The Brooklyn Children’s Museum features immersive exhibits and an educational legacy that dates back more than 120 years. But the most important element is that this museum is designed especially for kids. With that in mind, we took design inspiration from a sense of playfulness, a vibrant color palette, and the sense of imagination that children bring. We designed a series of collateral pieces for BCM, including a flyer for birthday parties, a membership trifold, a direct mail postcard, and a facility rental booklet. Each item reflected BCM’s colorful, engaging visual brand. With a nod toward its rich history, we brought BCM’s marketing materials into the modern era.
