The National Blues Museum, a 501 non-profit museum in St. Louis, Missouri, dedicated to exploring the musical history and impact of the blues, first engaged CARTEL for gift shop merchandise designs. As the collaboration unfolded, they entrusted us with a holistic rebrand. Our contributions spanned brand assessment, a new logo suite, brand standards, print collateral, and a comprehensive merchandising campaign. Additionally, we redefined their website's user experience, from sitemap to SEO optimization, ensuring a seamless digital interface for visitors.