brand integration in action - wordpress.com...9 april 2012 brand integration in action asian art...

Brand Integration in Action A Case Study of the Asian Art Museum!"

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April 2012"!

Arts !Branding!

Communications Solutions!!for the Cultural Arts

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Introduction

Last year, the Asian Art Museum of San Francisco introduced its new visual identity and created a bit of controversy in the museum and graphic design worlds. As a brand strategist I was intrigued by the Museum’s efforts."

I wondered if I could “reconstruct” the Museum’s new brand strategy simply by reviewing publicly available materials. So, that’s where I started: gathering up all the “touch points” I could on the newly refreshed Asian brand."

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So, what’s the point? Well, as strategists, we tell our clients that a museum’s brand is made up of the many touch points we have with a museum: visuals, messages, interactions, experiences. All of these contribute to our image of and understanding of a museum brand. "

I wanted to see if the Asian was now communicating its new brand strategy though all communications channels."

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Introduction

Well-crafted, reinforced messages and vibrant, consistent visuals will only get a museum so far. Some questions remain that will be answered over time:"

•  Did any initial qualitative or quantitative research on attitudes, awareness, or programs impact the brand strategy?"

•  Who are the audiences that the Asian is targeting for its “new” museum? Is the brand strategy and visual identity focused on reaching these audiences? "

•  The Asian wants to “show and integrate more contemporary art and contextualize it through its existing collection.” Will anything change about the galleries or the museum experience overall? Will there be changes in exhibition planning and/or the interpretive strategy?"

•  Ultimately, will visitors experience inside the Asian the changes that the refreshed brand strategy and new communications promise?"

What I found is one of the most comprehensive implementations that I’ve seen among museums, and it has outstanding executive director support – the key to success of any brand strategy."

The Asian was helped in its process by Wolff Olins. In fact, many of the images you’ll see in this case study originated from them."

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Some Terms

Branding is to marketing as !strategy is to tactics."

A Brand is the sum of all the impressions !one has of a#museum."

Branding is the practice of aligning all impressions!to ensure that they form a unified and effective !message and image."

A Logotype is to branding as the tip of an iceberg is !to the whole iceberg."

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AUDIENCES

TOUCH POINTS

MUSEUM BRAND

Digital + Print Communications

Digital + Print Advertisements

Visitor Services

Social Media + Word-of-Mouth

Public Relations + News

Mission, Vision, Values

Exhibitions + Programs

Facilities + Environments

Board, Management + Staff

Name, Visual Identity + Tagline

Peers + Influencers

Competitors + Comparables

Our View of Branding

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Brand Strategy within Museum Planning

Museum Plan!

Collections"and Programs!

Staff, Space, Facilities!

Mission, Vision Values!

Brand Strategy!Marketing Plan"

!Communications

Plan!

Strategic"Plan!

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Design Strategy Not the Same as Brand Strategy

Brand Strategy"

•  Major communications issues"

•  Audiences"

•  Position Statement"

•  Key Image Attributes"

•  Primary Museum Messages"

•  Secondary Museum Messages"

Design Strategy "

•  Creative Brief"

•  Visual analysis of:"

–  Comparable and competitive identities"

–  Current and past identities"

–  Symbology of current and potential identities"

•  Analysis and recommendations on#design for visual identity"

•  Design studies for layout, image styles, typefaces, colors"

Case Study

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Brand Integration in Action

Asian Art Museum"

•  1966 opened as a wing of the de Young Museum, Golden Gate Park."

•  2003 reopened in redesigned former main library, Civic#Center."

•  18,000 Asian Art treasures spanning 6,000 years."

•  165,000 net square feet, approximate."

•  29,000 sq ft gallery space."

•  8,500 sq ft gallery space for special exhibitions."

•  2,500 objects on display, approximate."

•  187,000 attendance 2010-11 FY (SFMOMA 636K, de Young 1.8M)."

•  $17–18 million operating budget in past few years."

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Situation!

•  “Successfully restructured its long-term debt in 2011, on sound financial footing, and eager to expand its reach and impact.

•  Growing global influence of Asia makes the Museum’s mission even more relevant:

–  More than 1/2 the world lives in Asia.

–  1/3 of San Francisco identifies itself as Asian.

•  The Museum is reinventing itself to enlarge a broader audience.”

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“Stand out by being bold.”

“We want to be daring.”

“The purpose of rebranding is to engage a broader audience, so of course that helps the financial side.”

– Jay Xu, Director, Asian Art Museum, NY Times, 29 Sep 2011

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Mission, Vision"

•  Our vision and mission are centered on you, the visitor.!

•  Mission. To lead a diverse global audience in discovering the unique material, aesthetic, and intellectual achievements of Asian art and"culture.!

•  Vision (condensed). Asia is not one place. The ideas and ideals we call Asian are countless and diverse. Some works we display pre-date written history. Others were recently created. Many have connections to works from other continents and millennia. We explore these links, provoking discovery, debate, and inspiration. Artistic and educational programs empower visitors to discover the relevance of great artworks in profoundly"personal ways. Immersed, visitors ponder the universal values"in human expression. Through programs, students steep in cultures"through art, music, dance, and tradition. In classrooms, children build bridges to old and new worlds. #

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Brand Strategy (deduced)"

•  The Museum is reinventing itself to engage a broader audience. !

•  The real change is in how we're rethinking the experiences we deliver. Our"focus has shifted from presenting stunning artworks to delivering captivating art experiences centered around stunning artworks.!

•  We want to awaken appreciation for the beauty and depth of Asian art and culture by creating connections between our art and the world.!

•  We hope to inspire what comes next—new art, new thinking, new ideas. We call this our brand promise—Awaken the past, inspire the next.!

•  We’ll tell stories that connect art and experiences across cultures and time; that capture the imagination of art lovers and those new to art.!

•  We're also introducing more contemporary art.!

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Position Statement (deduced) "

•  Through great art experiences, we strive to be a catalyst for discovery, dialogue, and inspiration."

•  With Asia as our lens and art as our cornerstone, we spark connections across cultures and through time, igniting curiosity, conversation, and#creativity."

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Key Messages (condensed) "

•  Centered on you, the visitor."

•  Asia is not one place."

•  Connections to works from other#continents and millennia."

•  Discover the relevance of great#artworks in profoundly personal#ways."

•  Ponder the universal values#in human expression."

•  Build bridges to old and new#worlds."

•  The Museum is reinventing itself to#engage a broader audience."

•  Rethinking the experiences we deliver."

•  Awaken the past, inspire the next."

•  Introducing more contemporary art."

•  A catalyst for discovery, dialogue, and inspiration."

•  Asian art experience for everyone"

“Our new brand promises to awaken the past and inspire the next. It means we’ll unlock the past for visitors and bring it to life by sparking connections. We’ll be the catalyst for new art, new creativity, and new thinking.”

— Jay Xu, Director

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Image Attributes"

•  Bustle"

•  Captivating"

•  Clamor"

•  Contemporary"

•  Diverse"

•  For all"

•  Inclusive"

•  Not stereotypical"

•  Stunning"

For All!

Contemporary!

Captivating!

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News Release!Museum Description"

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Visual Identity!

•  “We wanted a visual identity that was inclusive and represented the"diversity of our collection.!

•  Our logo deliberately does not play"to Asian stereotypes.!

•  Our logo catches attention, clearly communicates a new perspective, and is a welcome sign to all.!

•  We LOVE that an upside-down A is"the mathematical symbol signifying ‘for all.’”!

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Calendar!and Brochure"

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Membership!and Programs"

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Print and !Promotion"

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Street Posters"

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Overhead Banner"

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Transit Ads"

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Billboard"

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Proposed !Monument Sign"

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Website homepage"

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Blog and!Web Feed"

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Asianotes!Subscription!and Monthly!E-newsletter"

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Google and!YouTube"

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Facebook!and Twitter"

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Flickr and!ArtBabble"

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iTunes U and !Acoustiguide App!

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Brand Relaunch!Press Preview"

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Digital Ads"

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Print Ads"

Arts Branding

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Our Company

•  Arts Branding!Communications Solutions #for the Cultural Arts!

•  A communications strategy and graphic identity consulting firm."

•  Passionate about and focused on the cultural arts."

•  Intrigued by how to make them more accessible, engaging, and compelling to all audiences."

•  A consultancy model for today’s marketplace."

•  Visual arts:"

–  Art museums"

–  Cultural and natural history, science museums"

–  Gardens, sculpture parks, estates"

•  Performing arts:"

–  Dance and opera companies, orchestras "

–  Performing arts centers"

–  LORT and regional theatres"

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When a Museum Needs Branding

Physical structure!

•  Facility expansion"

•  New building"

Museum change"

•  New executive director"

•  Change in mission or vision"

•  New museums"

•  Merger of museums"

Symbolic change"

•  Museum anniversary"

Perceptual realignment"

•  Regaining relevance"

•  Clarifying a museum’s!scope or breadth"

Financial related"

•  Need to increase revenues"

•  Need to increase donors"

•  Need to increase membership"

•  Capital campaign launch"

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Research & analysis Strategy & positioning Design & touchpoints Implementation & management

•  Qual. & quant. research •  Internal | external interviews •  Stakeholder workshops •  Communications review •  Visitor journey •  Brand touch points •  Competitive landscape •  Comparables|best practices •  Findings and implications:

5-8 key comms. issues

•  Mission, vision & values •  Organizational readiness •  Management consultation

•  Recommendations resolving comms. issues

•  Position statement •  Position points

•  Brand attributes

•  Naming and nomenclature •  Brand architecture

•  Organization tagline

•  Organization and/or brand graphic identity

•  Print | digital advertising •  Print | digital comms.

•  Environmental design •  Signage •  Retail environments •  Staff & agency

communications •  Brand activation

•  Internal & external Implementation planning

•  Workshops •  Agency collaboration

•  Brand guidelines | videos •  Briefing tools

•  Measurement & review •  Creativity workshops •  On-going brand activation

Research & analysis Strategy & positioning Design & touch points Implementation & management Research & analysis Strategy & positioning Design & touch points Implementation & management

Research & analysis Strategy & positioning Design & touch points Implementation & management

Brand Strategy and Visual Identity Process

Thank you

brand integration in action - wordpress.com...9 april 2012 brand integration in action asian art...

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