Some people go to the museum, others have the museum come to them for creative direction on their very first branding campaign ever. Toot toot! [That’s the sound of our own horn]. We needed to take the starch out of IMA’s collar. To make it less stuffy, more accessible. And definitely “More Than a Museum.”
Life imitates art. What better way to show this than placing them side by side? We wanted art-lovers, art-likers, and art-I’m-not-surers alike to insert themselves into the works and to experience the museum on a personal level, while also feeling like they’re part of something bigger than themselves. It bridges the past with the present, grandparent with grandchild, and proves that IMA is much more than a museum. So much more.