Branding & Integrated Marketing

While the substance of the public art collection was competitive with other major university collections, its profile and depth of understanding was virtually non-existent. Awareness was hobbled by challenges such as poor identification and way-finding, lack of brand strategy, and lack of external communications.

CKP tackled the visibility and awareness problem by digging into research and developing recommendations for a relaunch of the program. This included concept and design presentations for the new brand, results of research, photography, and multi-media assets needed for the active campaign. Our public relations campaign for the relaunch event firmly cemented the new brand identity.

The event was the best-attended event the Public Art program had held in its 50-year history. By pairing institution-wide research with a modern brand identity, CKP turned a quiet collection into a high-profile public victory.