Introducing Newfields.

Brand Identity

The Indianapolis Museum of (more than just) Art

The IMA is iconic and beloved. But the museum’s audience was mostly limited to the art world. To expand their membership and attract new visitors, we needed to get people thinking about the museum in a whole new way. So we reimagined their visitor experience with a new brand: Newfields, A Place for Nature & The Arts.

The Newfields brand celebrates not only the museum—now known as the IMA at Newfields—but everything it has to offer. From yoga classes and film festivals to craft beer and a 152-acre campus with blooming gardens, scenic waterways, and wooded strolls. World-class art exhibits, yes. But also, so much more.


Placeholder Image? Newfields Branding Newfields Identity Identity
Placeholder Image? Newfields Branding Signage Wayfinding Administration Office Identity
Placeholder Image? Newfields Branding Signage Wayfinding Toby Wall Identity
Placeholder Image? Newfields Branding Signage Wayfinding Garden Wall Identity
Placeholder Image? Newfields Branding Signage Wayfinding Pylon Identity


“Day One”



Website Redesign

The second best way to visit Newfields: their website.

Nothing quite compares to exploring the museum and campus for yourself. But their new website gets pretty close. We redesigned it on the Concrete5 platform, packing it full of API integrations to bring the Newfields experience to life digitally.



Focusing on the day’s events.

There’s no such thing as a slow day at Newfields. That means their website needed lots of information without overwhelming visitors. We simplified the navigation by bringing timely events to the forefront.


Showing off the fun with social integration.

We encouraged attendees to share their experiences with #DiscoverNewfields, then integrated a content aggregation and curation system to showcase all the rave reviews.

Interactive Map

As the seasons change, so does Newfields.

Visitors can explore everything else happening on campus through an interactive map, which uses Pixi.js ambient animations to seamlessly change between seasons and times of day.



A guided tour through the site.

Friendly language and a visually-driven menu make the nav bar as welcoming and approachable as a museum docent. After all, “Do & See” sounds a lot more inviting than “Schedule of Exhibits.”

Placeholder Image? Brand identity digital mobile 1
Placeholder Image? Brand identity digital mobile 2

Exhibitions & Calendar

Easy ticketing for easy visits.

The calendar search filters make it easy to find exactly what interests you and reserve tickets. And since it’s integrated with VBO museum ticketing software, CRM and donor management tools are already built in.


Usability Testing

Build, test, rebuild, retest.

We did round after round of usability testing to make sure the site was a well-oiled machine, no matter what device or browser.

Not just something for everyone, lots of things for everyone.

Newfields is much more than an internationally renowned art museum. Now, they’ve got a website that proves it. Every page showcases fun things to see, do, taste and explore on campus—inviting people to visit once, then again and again.