The Walters Art Museum New Graphic Identity, Tagline and Campaign

1. a The Walters Art Museum New Graphic Identity, Tagline and Campaign Marketing Solutions for the Cultural Community

2. Why Re-Brand?

3. Since the Walters’ communications, especially advertising, focus on exhibitions, potential visitorsdo not have a clear idea of what the Walters experience would be like or why they would be interested in visiting. • Respondents are able to cite more differentiating and attractive characteristics of BMA: restaurant, sculpture garden, presence in the community, among others. • Refined positioning will help define the Walters in audiences’ minds and distinguish it from the BMA and other experiences. This positioning should be supported by increased institutional messages. Research Implications

4. Research Implications • Family- and youth-oriented messages resonated with focus group respondents. The Walters’ family activities are strongly attended by repeat visitor families. Activities throughout the Museum building are inviting and integrated into the visitor experience so as not to compete with the ‘adult’ visitor experience. • The Walters may be able to continue expanding its audience through family events and programs, but also during regular museum hours by energizing its overall image—and the onsite visitor experience it offers.

5. Research Implications • Focus groups reacted positively to the inclusion of artifacts and historical objects in the Walters’ collections. This information, coupled with the popularity of the recent “Maps” and “Bedazzled” exhibitions, indicates an opportunity for the Walters to carve out a distinctive niche as a museum that encompasses art, history, and culture. • The Museum could reinforce the idea that it offers more than painting and sculpture by reducing the emphasis on “Art” in its name and adopting the commonly used shorthand “The Walters” in many of its communications. • Embracing the vernacular would also help the Museum seem more approachable and counter perceptions that it is not for Main Street Baltimoreans.

6. Research Implications • Respondents repeated negative attributes previously ascribed to the Walters’ image: staid, formal, traditional. • The Museum’s monogram logotype and fonts reinforce the idea of being old-fashioned. To overcome these image issues, which are perceptual barriers against visiting, the Walters’ refreshed positioning should be accompanied by revised visual communications.

7. Positioning Images Attributes: The new graphic identity should reflect the following: Accessible Free admission Convenient location Child-friendly Does not require specialized knowledge Worlds of Discovery Uniquely varied collections of art and artifacts from around the globe Brings together art, history, and culture Always something new to discover Immersive environments

8. Positioning Positioning Statement: The new graphic identity should reflect the following • The Walters Art Museum opens its doors to anyone interested in fine art, world history, or diverse cultures. Housing an amazing range of art and artifacts—including such breathtaking treasures as Egyptian mummies, Renaissance suits of armor, Art Nouveau jewelry, and Old Master paintings—The Walters always offers something new to discover. Open free of charge, and centrally located in downtown Baltimore, The Walters is an accessible and enjoyable destination at which to spend time with friends and family.

9. Initial Concepts

11. Refinements

13. Finalist

15. Type Exploration

19. Recommendation

22. Color

26. Logo Placement

29. TaglineInitial Concepts

30. A new world in every visit The art of discovery An open door to discovery Art without limits Great art, your way Where art takes you everywhere It transports you Let art transport you An adventure in art Your art adventure

31. TaglineRecommended

34. Advertising

38. Advertising Campaign • Print: Urbanite Magazine, CityPaper, Style Magazine, Baltimore Magazine, Maryland Life, Baltimore’s Child, Jewish Times, The Washington Post, The Baltimore Sun, etc. • Online: The Washington Post online, Urbanite Magazine website and e-news, CityPaper website and e-news, WTMD website, WEAA website, WYPR website, etc.

39. Outdoor

42. Advertising Campaign • Outdoor: Billboard on I-83, street pole banners on Charles Street, building banners on Charles and Centre Streets, plus new signage on the walls at Cathedral and Centre Streets

43. Advertising Campaign • Television: WBAL-TV, MPT • Radio: WYPR, WEAA, WTMD

44. Website

46. Stationery

48. Book Spine

50. Merchandise