Uniting Chicago lovers with more Chicago
It has been 15 years since the Chicago Historical Society rebranded to its new identity as the Chicago History Museum. Since then, there have been significant shifts in the culture and technology. Additionally, peer cultural organizations have been aggressive with new exhibits, programs and marketing efforts. The challenge was to review the current museum offering to help maximize relevance among potential visitors, members and donors and to help make the Chicago History Museum a “must-see”, and “must-share” attraction in Chicago.
What We did
Our research and brand work yielded a refreshed brand position and narrative. This was then translated into a new visual identity system and series of templated materials that internal museum staff could leverage across all communications. We also created a new marketing campaign: “Love, Chicago”. This campaign speaks from the perspective of the city itself, represented by many different voices and experiences. We created a playful, heartfelt campaign that creates all kinds of fun homages to (and from) the city we love. Because the more you know Chicago, the more you love Chicago.