Springfield Museum of Art | Hucklebuck Design Studio

FEATURED CASE STUDY

SPRINGFIELD MUSEUM OF ART BRAND DEVELOPMENT

CLIENT:

SPRINGFIELD MUSEUM OF ART

SCOPE:
BRAND STRATEGY / BRAND IDENTITY / VISUAL BRAND LANGUAGE

Creation of a brand position, identity, and visual language designed to elevate the museum's perception and set the tone for the next 50 years.

The Need

In 2023, the Springfield Museum of Art undertook a strategic planning process and enlisted Hucklebuck to reimagine its brand as part of their strategic initiatives. This project was a true highlight for us, as we've collaborated with numerous organizations in Springfield over the past 20 years, but never before with the museum.

The Goals

Our goal was to refine the museum’s core strategic messages and craft a brand identity that resonates with its long-term vision. We also developed a refreshed visual language to modernize and align the public perception of the museum with its strategic plan. This comprehensive approach ensures the museum's identity not only reflects its rich history but also positions it for future growth and engagement.

The Solution

We guided the SMoA brand committee through several "brand therapy" discovery sessions, which led to a set of key messages. These themes inspired a brand identity that is future-focused, modern, and accessible. While we initially explored abstract marks, we ultimately chose a bold acronym that can be used in interesting was. A refreshed color palette, combined with a distinctive sans serif typeface, creates a visual language that effectively communicates the brand's core beliefs, sometimes without needing a word.

The Takeaway

It’s easy to bring assumptions and ideas to a project before fully engaging in the discovery and research phase. With an institution renowned for representing excellence in the arts, the temptation is to make the brand itself provocative and experimental. However, we found that the best solution was to create a bold brand that serves as a framework for the incredible artwork and programming the museum champions.

BRAND POSITION

SMoA is an inspiring space that provides learning opportunities & experiences so our entire community can benefit from the power of art.

BRAND THEMES