The Chazen Museum of Art is home to more than 20,000 works of art, placing it as a cultural center in the Midwest. We were tasked with creating a playful yet functional update to the visual identity, breaking away from outdated notions that art is reserved for an elite “in” group.
This is what we did
Interviews with museum visitors, employees, and key stakeholders revealed that the Chazen was being underutilized as both a center for art and a potential social hub. The museum needed to combat popular thought among the community that exploring an art institution was exclusive and time consuming. We strove to alter the traditional museum environment into one art novices and cultural connoisseurs would find approachable.
We freshened up the visual identity with a vibrant primary color palette and simple serifs, resulting in a friendly and more welcoming first impression. Using the block shapes in the logo, we created a set of playful patterns sprinkled throughout the museum materials. A new café was designed with warm, natural materials and plush seating to encourage visitors and community members alike to engage, study, rest, and experience everything in between.