Brooklyn Museum
The Ask
A world-class encyclopedic collection, most of it out of view. Bring immersive experience in. Bring the collection out.
Unconventional Wisdom
“We’re not high art or Brooklyn attitude. We’re the &.”
The strategic turn that unlocked the program
Made
- The positioning Brand strategy, positioning, and messaging for the museum’s future, built alongside McKinsey’s business strategy.
- The & The campaign idea and identity: FASHION MUSIC ANDROGYNY & ART BKLYN.
- The exhibition campaigns Bowie. Frida. Soul of a Nation. Studio 54’s Night Magic.
- The street Out-of-home across New York City: the museum out where the city lives.
Exceptional Outcomes
Engagement detail
The Brooklyn Museum holds a world-class encyclopedic collection, most of it out of public view. Makeable’s creative consulting engagement worked both directions at once: bringing immersive experience into the building and bringing the collection out to the public through brand and campaign work. For cultural institutions, this blend of brand strategy, campaign development, and experience thinking is how attendance problems become participation opportunities. The work reflects Makeable’s approach to creative consulting for museums and cultural organizations: treat the institution as a living brand, use campaigns and social to widen the front door, and design experiences that give people a reason to walk through it. Makeable is a Creative Capital Studio in New York.
Part of Makeable’s Brand and Campaigns & Social practices, New York.