How does one update a brand so it engages a new audience, yet retains the heritage of an established institution?
The Metropolitan Museum of Art is the largest and most visited museum in the United States. Despite this, the museum has suffered from diminishing engagement and a weakened brand identity in recent years as consumer interactions with cultural institutions change. The team conducted a comprehensive brand audit, revitalized the brand identity, and developed a set of recommendations to attract younger patrons , maximize engagement, and create a more consumable digital art experience.
Client: The Metropolitan Museum of Art
Course: Brand Strategy, NYU Stern School of Business
Contributors: Juan Cadavid, Fernando Hazzan, Kristen Plunkett, Amy Power, Asad Shaikh, Scarlet Shore, Yoav Susz