Cummer Museum

The Opportunity

The Cummer Museum has been one of the region’s most prominent art museums since its founding in 1961. With an expansive permanent collection, beautiful riverfront gardens, and a thoughtfully curated calendar of exhibitions, the museum had plenty to offer guests once they walked in the door.

Fresh off a successful 50th anniversary campaign, museum leaders saw an opportunity to update the museum’s identity in a thoughtful and impactful way. By embarking on a thorough rebranding, the Cummer Museum could reinforce its historic roots and position itself for future growth. Out with the old. In with the new.

The Realization

A series of member and guest surveys revealed that the museum’s external image did not align with its internal values. Despite recent updates to the campus, exciting new additions to the permanent collection, and innovative programming, several survey respondents felt the museum was stuffy — a perception that alienated families, young professionals, and member of minority groups.

We countered those perceptions with a brand that is both modern and open: a clean, simple “C” with a red horizontal bar hovering above, reminiscent of the iconic “Sea of the Ear Rings” sculpture on the museum’s front lawn. The brand was implemented on fresh signage, a new website, and updated wayfinding materials. To introduce the brand to the community, we paired bright, colorful photography with single-word headlines that encouraged visitors to actively experience the museum and all it has to offer.

Engaging and Inspiring Through the Arts, Gardens, and Education

The Results

The new brand and website yielded an immediate increase in digital and foot traffic. Visits to the museum’s website and social media accounts soared, and the museum recorded its highest attendance numbers in history.



Increase in Facebook likes in six months


Increase in website visits in six months


Visitors served in fiscal year 2015