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Minnesota Historical Society Rebranding Campaign


05 Public Image 07 Problem

09 Define

02 Discover

03 Who are we?

11

Persona

13 Desired Image Attributes

15 Brand Position 17 New Plan


35 Brochure 21 Marketing

37 App

23 New Identity 25 New Logo 29 Identity Elements 31 Photography Style

41 Website

33 Develop

19 Design

Strategy

43 Window Stickers 45 Commercial 47 Billboards 49 Transit Ads 51 Twitter


Discover

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Who are we? As described on the current website:

The Minnesota Historical Society is a dynamic and widely recognized educational organization that is a trusted resource for history. It is highly valued for its historical resources, educational impact, service, advocacy and leadership. The vision of the Society is to maximize the power of personal and community stories and shared history to enrich and transform lives.

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Marine Mill

Education Charles Lindbergh House

Letters Minnesota State Capitol Oliver H. Kelley Farm

Lac Qui Parle Mission

Jeffers Petroglyphs

Traverse Des Sioux Harkin Store Historic Fort Snelling

Sibley House Historic Site Library

Minnehaha Depot Fort Ridgely

The Historical Society provides access to...

Exhibits Photos

Folsom House Maps

Minnesota History Center Art Books

Publications Split Rock Lighthouse

Comstock House W.W. Mayo House Website Forest History Center

Artifacts Birch Coulee Battlefield

Lower Sioux Agency Mill City Museum

James J. Hill House Historic Forestville Alexander Ramsey House

Mille Lacs Indian Museum

State Records

North West Company Fur Post 4


What do people think? People at least know the following things about us:

We have a lot of historical information.

We run historical sites around Minnesota.

There is a History Center in St. Paul.

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COOL

FASCINATING

LOVED

AWESOME

PRETTY NICE

REALLY NICE

AMAZING

PRISON-LIKE

MAINTAINED

BEAUTIFUL BUILDING GREAT VIEWS

WELL WORTH IT

WONDERFUL

I’LL BE BACK

AWESOME HISTORY

UGLY

GREAT TOUR

SCENIC

INTERESTING

UNCHANGING

INFORMATIVVE

POSH

LOVE

EXTRAORDINARY

MODERN

PLETHORA

TIME WARP

WORTH IT

ABSOLUTELY

ENTHUSIASTIC

SPECTACULAR

ADORED

GORGEOUS

GREAT

A TREASURE

NEAT

ALL AGES EXPENSIVE EXCELLENT CAFE

What do people say? This is what online reviewers think.

FUN EDUCATIONAL HELPFUL STAFF INTERACTIVE BRILLIANT FREE TUESDAYS GREAT FOR HISTORY BUFFS ENJOY

PLEASANTLY SURPRISED

STEEPED IN THE PAST

MUST-SEE

GIVES ME CHILLS

HANDS-ON

A GEM

UNIQUE

BEST PLACE TO LEARN

NOT AVERAGE CHECK IT OUT KIND OF SMALL

PARTICIPATORY GREAT PLACE TO ENJOY YOURSELF

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So the Historical Society gets some positive feedback.

(from those who know about it)

62

67

42

percent of survey respondents had not used the online resources.

percent of those surveyed had not visited the Historical Center.

percent of all sites had not been visited by respondents.

instead respondents are visiting...

Science Museum

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Minneapolis Institute of Art

Walker Art Center


This means that people are out there, checking out some fun and educational places, just not ours.

Let’s get them to head over here. 8


9


Define

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Jake Havel | is 31 years old | married with two sons (ages one and three) | from Richmond, MN | currently lives in St. Paul, MN, | in a house near Grand Ave. | that he and his wife have owned for two years | her name is Annalise | has a B.S. in chemistry from DePaul University | works at Environ Laboratories | makes $92,000 a year | drives a 2008 Honda Accord | uses a Samsung Galaxy | visits Huffington Post, ESPN, Yelp | tweets, uses Facebook for pictures | reads Sports Illustrated, National Geographic | watches football, Game of Thrones, Discovery Channel | snowboards | likes to spend time with family | has fun exploring the cities | enjoys nature | plays in a summer baseball league with his wife and their friends | drinks good beer and wine when he gets a chance | buys clothes from Macy’s and REI | likes to cook | takes the bus or bikes to work when it’s convenient | takes his sons to the neighborhood park after work when it’s still nice out

Meet Jake.

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We want him to visit our sites.


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What will bring Jake to us? These desired image attributes show Jake who we are.

current events

RELEVANT INSPIRING NOSTALGIC

state teams long-standing brews summer favorites winter woes

stirring events scent of successes time-tested surroundings collective goals local tastes

glimpses of the past family traditions voices from yesterday warm summer breezes childhood favorites

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The new us.

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What is our brand’s position?

The Minnesota Historical Society shares our state’s charismatic history through a collection of sites and resources. Our focus is on reconnecting people with their roots and reminding them why they love Minnesota.

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Allow us to reintroduce ourselves. A campaign to show off our new brand.

We’re calling it,

THE SUMMER

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A summer full of getting out there, of satisfying curiosities, of connecting to the past, of hearing great stories, of bonding with neighbors, of enjoying our state.

OF MINNESOTA We’re pairing up with the most beloved places around the state to reconnect people with their roots and our great state. The Summer of Minnesota campaign promotes a season-long adventure through our state, guided by pairings of a Historical Society site with a popular historic destination like the oldest restaurant in the state, or the top of our first skyscraper, the Foshay Tower. The summer journey will culminate in an event at Capitol Hill that celebrates everything we love from this state- food, drinks, music and people. The campaign will really connect with Jake and the rest of our audience because it will simultaneously evoke memories from his childhood, and urge him to create new memories with his friends and family today. A nostalgic campaign that will remain relevant to audience through use of technology, social media and personal connection.

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19


Design

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Marketing Strategy A network of marketing applications to reach our audience. Content of commercial is pulled from a database of photos of summer in MN that users submit on our app and website.

App allows users to share their stories from Minnesota, creating a collective timeline of everyday stories.

Window stickers will lead people to app when they scan this pattern, similar to a QR code. Historical Society sites will be matched with other popular historic locations around MN.

SITE STICKERS

TV AD

MY MN APP

SITE DEALS

BROCHURE

HISTORIC SITES

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Available at historic sites and participating locations, introduces campaign and acts as a guide to the activities.


An end of the summer event will bring together Minnesota foods, brews and music on Capitol Hill.

BUS AD SUMMER EVENT

WEBSITE

TWITTER

BILLBOARD SERIES

ITUNES MIX

Bus ads connect to active people around town. Billboards will increase visibility.

iTunes mix to promote musicians performing at the event.

Twitter will prompt app users to share their stories during and after the summer.

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How do we bring the strategy to life? The new identity focuses on movement for two reasons:

To provoke action. We want to get the audience out here and engaged with all that the historical society and Minnesota have to offer. An energetic identity will help to achieve this.

Because time isn’t static. Time happens in a linear motion, but history is constantly being revived, and we want the identity to reflect this. Old images evoke nostalgic feelings, but bold graphics bring the past into today’s realm.

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BOLD

&

EVOCATIVE 24


The concept realized Starting with an idea for the logo, the identity begins to take shape.

Loosely based on a timeline, the new logo is active, forward-looking, and friendly enough for Minnesota.

1858

25

1894 1901

1923

1935 1949


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Logotype

Minnesota Historical Society

Prospectiv e

Viewpoint

Minnesota Historical Society

Points of Change

Non-linear impact of history

Gotham Rounded, Book modern, friendly, open (currently used in certain MNHS publications)

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In action Avatar version of the logo

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Identity Elements The visual elements that create the system:

DED

M ROUN

GOTHA

TILTED

Quia volupta quasimi, iligenda dest atiatet estruptat plaboribus aceaquiae ratus. Accaes sa non consedi tatqui utet lit quo moloritam cus, quo ditiorit aut dolupt l GOTHAM ROUNDED BOOK laccatur ut et aut voloratem a volupta tatisqu iaeratiur, ni beat. Uptasperum, num veriaep uditisto event, cusam, omnis exercit iaspelis et et ilitae re, omnisto qui autemqui doluptat quae

TYPE acts as an additional graphic

element in the identity. Bold words, tilted text, and headlines that run off the page fit into our active look. With a minimal focus on dense copying our system, Gotham Rounded remains the typeface for all instances of text.

GOTHAM ROUNDED

BOLD GOTHAM ROUNDED

Medium

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C M Y K

0 71 99 0

C M Y K

77 0 55 0

C M Y K

9 21 61 0

C M Y K

3 98 83 0

COLORS are bold and vibrant in keeping with our identity ideals, but warm enough to be paired with the golden washes of old photographs.

Additional elements

JUMPING POINTS CIRCLES

s e l g n a 8째

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From our point of view The photos are a mixture of captured memories and snapshots of Minnesota, bringing a sense of place and home to the campaign. Photos from the past century bring many generations together.

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33


Develop

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Brochure The brochure introduces the summer campaign and shows the destinations as a series of pairings between a historical site and a nearby activity. If the visitor goes to the site first and records their visit on the MY MN app, it will unlock a deal for them to use at the next destination.

Hear

grea t mu

sic h

35

ere


See the

Victoria n

home h

ere

36


MY MN App The app allows our audience to interact with history in a personal and relevant way. Users can record their stories, upload memories through photos and make record of their visits over the summer.

37


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MY MN App The timeline portion of the app allows people old and young to share their stories from Minnesota. Organized by city and then location within that city, the submitted stories align themselves into a timeline for each place. This content is then archived and made available on the website as well.

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Website The website for the Summer of Minnesota is an additional page within the larger Minnesota Historical Society site. Information about the sites and event is available here, as well as the full content of the timeline produced on the app.

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Window Stickers The window stickers are at all participating locations so that visitors can record their visit on the app. A visit to a historical site then unlocks a deal for its pairing.

K N A I DR E R E H

Minnesota Historical Society

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44


the

the

the

Commercial summer

The content of the commercial is a constant stream of user-uploaded photos from summers past and current fun. The audience is captivated by looking for their recently submitted photo, as the commercial is ever-changing with the new pictures.

of

of

of

Minnesota

Minnesota

Minnesota

45


the

the

the

summer

summer

summer

of

of

of

Minnesota

Minnesota

Minnesota

46


Billboards The billboards increase visibility for the Historical Society, and are an easy way to access audience members living in the more rural areas of Minnesota.

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48


Minnesota Historical Society

went here

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swam with kids here

saw view here

had campfire here climbed the steps here


Transit Ads Promoting visibility around town, and connecting to audience members who are out and about, the transit ads focus on highlighting specific performers or vendors at the event.

drank beer here

at The Summer of Minnesota Event:

Trampled By Turtles saw them play here

Capitol Hill August 17th

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Twitter The Twitter account for the Historical Society will keep people connected well after the summer is over. Tweets will mention notable days in history, current events and questions that prompt people to answer by sharing their stories on the timeline.

Minnesota Historical Society @mnhs What was your costume supposed to be during the 1991 Halloween Blizzard? Share on the timeline! bit.ly/Z6Kjcb

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See you


out here


Summer of Minnesota  

Minnesota Historical Society rebranding campaign

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