RE-BRANDING Los Angeles County Museum of Art (LACMA)

new look / new voice

Worked closely with Marketing & Communications to develop a fresh voice for the museum to speak to a larger, younger audience without disenfranchising the institution's older constituency. Rediscovered the museum's core commitment to "serve the public" and used it as a springboard for the new brand: new logo, new tagline, new institutional colors, new style guide. New brand expressed through unique integrated marketing campaigns running across ads, billboards, building banners, street poles, shopping bags, direct mail, e-mail and web site.

grab a larger / younger audience

Created the museum’s first & very successful television commercial “SUMMER”—which ran in conjunction with a unique non-exhibition campaign ("SUMMER" & "HOLIDAY") promoting the museum as lifestyle destination point. Spots aired on Adelphia, the Sunset Blvd. Jumbotron, and all AirWest incoming flights. The museum experienced significant increase in attendance and web visits during that period. Involvement included writing, casting, directing a production team, and supervising postproduction (editorial, FX, scoring).

interactive information / access

Overhauled and redesigned LACMA's encyclopedic web site to make information more accessible. The inclusion of a live webcam connected users to the ongoing construction of the new building and other changes to the LACMA campus. Coordinated all departments of the museum, the in-house IT department, and freelance programmers.

Re-visioned main museum publications including members and donors magazines and a new museum calendar publication

daily responsibilities included:

Working directly with Museum Director, Marketing, PR, Publications, IT, Curators, Education, Stores, Events. My team consisted of six staff designers, a production manager, a production coordinator, and a bevy of freelance designers and vendors.