Transforming a 100-year-old cultural institution

The Natural History Museum of Los Angeles County has sometimes been considered a “dusty and musty” institution. With its new identity, the museum portrays natural history in a modern, engaging and relevant way. A brand touchstone document was created to clearly communicate the new brand personality and show how it extends to all touchpoints of the organization, including a website, environmental signage and marketing materials. Encouraging good brand ambassadors, the document conveys the core values of the brand. The new brand was also applied to several campaigns, including the fundraising initiative NHM Next and direct mail project Meet Your Planet.