Currier Museum of Art

The Currier embarked on a physical transformation by building a contemporary wing to the museum’s existing space. In doing so, it provided an opportunity to rebrand and increase the visibility of a high-quality art museum in the New England region.

Situation: The museum wasn’t recognized for its promise to offer meaningful encounters with some of the finest art works in the country. Research yielded greater understanding of target audiences and how to better market towards them during the renovation.

Result: A fresh brand idea combined two powerful thoughts to build on the institution’s unique qualities: “Focused on Art. Centered on People.” The brand voice and new visual identity positioned the Currier as a friendly, welcoming place. Added bonus: there were 25,000 new visitors within the first two weeks of reopening.

My role: Design (while at Minelli)
Additional designer: Yuko Inagaki (Art Direction and Design)
Internal team: brand strategists, writers