The Newark Museum of Art came to us with a need to refresh their marketing after closing for many months due to the COVID-19 pandemic. They were also focused on inclusivity and an effort to bring their community of Newark together. We started by investing time in learning about the many efforts of the NMOA beyond just art. The NMOA is not only one thing, but many things. Not only their story, but your story. We distilled these thoughts into a tagline that they could take ownership of:
“The NMOA is...”
Keeping this tagline top of mind when developing our brand strategy, I took inspiration from their logo as a puzzle piece that binds together the many facets of their Newark community. No matter who you are, the NMOA is part of your story. Completed while Art Director at The Perception, based in Philadelphia PA.
In an effort to use their location as leverage to spread their message to their community, I strategized and designed marketing materials such as a fence takeover sign that would be located on museum property, facing a bustling street corner. The museum later developed this idea into actual fence signage once the campaign was launched.
The campaign design continued into marketing materials such as event posters, youth community gatherings, and their Camp NMOA program.