Mississippi Museum of Art
PROBLEM: It had been 10 years since their last rebrand (which I also designed). They set goals of greater diversity and community involvement. Achieving those goals, it was time to make a clear statement about who they are and what they believe a museum should be. Three concepts were originally presented, with this one being selected.
After the initial client discovery sessions, I started off with visual strategy boards that each dialed up or down the important qualities we needed to communicate.
STRATEGIC INSIGHT: The new brand should reflect a back and forth conversation – between people, between artworks, between communities. There should be energy and movement to indicate that this isn’t the archetypal stuffy museum – not chaos, but a balanced dialogue.
DESIGN SOLUTION: Threads can hold things together, and a zig zag stitch can represent a conversational back and forth between those things. With threads, you can connect different pieces into one harmonious whole. You can make unexpected connections. Threads also happen to make a bold monogram with MMA that doesn’t feel crafty or quiet. As a simple, clean idea, it can easily be applied to anything – signage, collateral, sculpture.
From concept to reality.
With Wes Williams, Copywriter
