How do you brand an organization that embodies a pioneering spirit that’s almost antithetical to branding itself? An organization of such startling originality, it builds its home out of copper to resemble a vision of the future Buckminster Fuller would have been proud of.
Our brief was to help determine a cohesive strategy for the de Young museum and develop an integrated campaign to help drive traffic back through the plate glass doors. Not an easy charge. We had to ask ourselves, what characterizes the de Young? And even San Francisco itself? The short story: audacity, creativity and, of course, originality. The beauty of the de Young campaign was realized through its simplicity. A detailed grid was used across all printed materials to capture the multifaceted nature of the organization and it’s stunning collection. A stark black background allowed the art and typography to vividly standout, while the flexibility of the grid allowed us to pair art with nature and stunning architecture – a literal vision of the museum’s character.
The media run painted the streets of San Francisco with Street Banners and Cable Car Wraps. For those who were unable to visit the city during this “aesthetically enriching” (thanks, Gavin!) media run, we also provided Rack Cards for local businesses and Print Ads in publications such as Los Angeles Magazine, San Francisco Magazine, and Diablo Magazine.
The result? In the four-month period after the launch of the de Young campaign, average monthly attendance rose by 12% (!!!). Audacity, creativity and originality at work.