PROJECT DESCRIPTION

Art is magic. It’s a supernatural, unexplainable phenomenon as mysterious and elemental as gravity and love and time. The Toledo Museum of Art (TMA) has one of the richest collections of art in the world – harnessed for all of Toledo to experience. TMA came to us with a clear request: A desire to transform while honoring its legacy. We answered with a rebrand including strategy & a holistic design system, that will help TMA continue to become a model museum – one that has its doors open to all. We grounded the rebrand on a strategic platform: The transformative power of art for all of Toledo.

All design elements are inspired by transformation, with a dynamic logo, an adaptive color palette, and symbolic pride for the Toledo community. The logo is a multifaceted icon drawn from the campus footprint. It transforms to portray the reframing of the history of art, evoking the dynamism of emerging futures for art and the museum. To honor "The Glass City," visual elements inspired by glass were incorporated into the system. This rebrand embodies TMA's bold confidence — moving out into the community, revealing new perspectives, and shaping the future of where museums go next.

PROJECT INFORMATION

Entry Type: Series / Campaign Entry

Channel: Cross-Media

Primary Role of the Designer: Designer as change agent

Client Relationship: Unknown (NA) / Other (if other, please explain) Project-based relationship

Intention of the Project: Re-launch, redesign, or update of an existing product, service or program

Development Budget: Confidential / Not available

Production/Execution Budget: Confidential / Not Available

Source of Funding: Nonprofit/NGO/trust fund

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CREDIT INFORMATION

Creative Director:

Art Director:

Designers: Paolo Catalla (Semi:Formal), Senior Designer; Jon Wolfer, Lafayette American Senior Designer; Asha Cook, Lafayette American Designer; Cecilia Hong, Lafayette American Junior Designer; Mark Yappueying, Toledo Museum of Art Graphic Design Manager; Aly Krajewski, Toledo Museum of Art Designer

Researchers:

Developers: Bill Sattler, Madhouse Partner; Molly Luetke, Madhouse Managing Director; Steve Mockensturm, Madhouse Senior Developer; Ashley Moyer, Madhouse Creative Director; Melanie Dunn, Madhouse Designer/Digital Marketing Strategist; Bri’ Whiteside, Madhouse Project Manager

Copywriter: Aidan McKiernan, Lafayette American Copywriter/ACD

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Other Credits: Adam Levine, Toledo Museum of Art Museum Director; Gary Gonya, Toledo Museum of Art Director of Brand Strategy, Crystal Phelps, Toledo Museum of Art Marketing Manager; Toby Barlow, Lafayette American Chief Creative Officer, Partner; Meg Jannott, Lafayette American Head of Design, Partner; Beth Rea, Lafayette American Chief Strategy Officer; Doug James, Lafayette American Creative Strategist; Justin Morley, Lafayette American Senior Account Supervisor; Vu Nguyen, Lafayette American Associate Director, Project Management; Ben Bator, Lafayette American Chief Innovation Officer, Partner; Priya Tirtha, Lafayette American Senior UX Strategist

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