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Refining a vision and brand positioning for a leading cultural institution


Keeping existing audiences engaged, and attracting new ones, is an on-going challenge for longstanding arts and cultural organizations. Needs, desires and motivations of visitors continue to evolve in the 21st century. Offering a strong and clear value proposition is critical to success.


To support the refinement of the organization’s vision and brand positioning, we provided a deep understanding of visitor motivations and expectations, and clear direction on how best to re-position the organization to remain relevant and vital.

Insights were delivered using exploratory focus groups as well as on-going quantitative brand tracking to measure awareness and brand health, including strengths and vulnerabilities relative to competitors.


Our insight enabled the organization to develop a compelling vision and brand positioning in order to keep growing and engaging its audience base.

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