Design Museum of Chicago

Leading a design conversation

CONTEXT

After ten years, the DMoC had built a cult-like following within the design community. However, without consistent programming, corporate sponsorship, or a permanent venue, visibility was low and below the expectations for a city known as a world-class destination for design. It was time to take the next step, reimagine their brand, secure a home and build awareness for a broader audience.

STRATEGY

Celebrate the breadth of design, creators and disciplines, contextualize the significance of design throughout society, and connect diverse cultures and perspectives within the broader design ecosystem in Chicago and beyond.

APPROACH

The new identity was informed by the city of Chicago. An aerial view of the city shows the interconnectivity of streets, thoroughfares, blocks and diverse neighborhoods. Not only does this reflect the city, but it also serves as an organizing principle for design.

OUTCOMES

  • 100% increase in sponsorship and donations

  • 400% increase in merchandise sales

  • 2x budget increase for programming and exhibits