People love the Indianapolis Museum of Art. Locals are proud of it, and it’s internationally recognized for its general excellence. But visits were down, even from members. So in addition to its art collection, the IMA is leveraging its natural location, surrounded by 152 acres of woods, gardens and lawns, with a river flowing along the west side and a canal running through it. Not just art—art plus nature.
After completing our immersion process, Y&L recommended branding the campus “Newfields,” based on the implication of discovering something new—in a variety of “fields” both literal and metaphorical—as well as historical precedent (the early 20th century mansion on the grounds is named Oldfields). We also crafted Newfields’ identity system, signage, initial marketing materials and even helped the walls themselves convey the spirit of the new brand.