A Contemporary Museum: Museum of Anthropology at UBC
The Challenge: With a new $55 million expansion, a renewed vision and the need to increase visitorship, MOA (The Museum of Anthropology) needed to shift the perception that it was just a museum with a limited collection of dusty relics and of little relevance to life today.
The Strategy: This beautiful museum deserved greater recognition as a true jewel in Vancouver’s crown. Fighting the “tired” brand perception of museums, in general, we created an emotive, alive brand that communicates that anthropology is as much about today as it is about yesterday.
We re-positioned MOA as “a place of world arts + cultures”. We articulated a vibrant, contemporary brand story reflected visually by a stunning brand identity (created by our partners, Bau+Wow) that reflects a commonality between all cultures.
We created a brand and marketing strategy to act as a road map for building brand momentum and promoting MOA’s spectacular – and often provocative – exhibits. A place worth visiting again and again.
The Results: MOA’s visitor count increased significantly after launching the new brand.
“Working with Outsidein Communications on the rebranding of the UBC Museum of Anthropology was one of the most rewarding experiences of my career as MOA Communications Manager. From our first meeting until the day we launched our beautiful new brand, Catherine Ducharme and Sharon Habib, along with graphic designers Yves Rouselle and Daniella Wood, were inspired guides, leading us through a complex process of discovery, interpretation, and expression with thoroughness and care. They asked good questions, listened closely, understood our vision, and brought it to life through their detailed knowledge and experience. Their passion for their work was evident every step of the way, and the fact that they are great fun to work with only added to the pleasure of our time together. They have the perfect combination of expertise and experience, and you’d be lucky to have them as part of your team. I cannot recommend them highly enough.”
—Jennifer Webb, Insomnia Writing + Editing for Business & the Arts
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