Opportunity
What can history reveal about the present?
The Smithsonian’s National Museum of African American History & Culture stands as both a beacon and a bridge, offering millions a place for understanding, reflection, and connection. As history continues to unfold in real time, the Museum faced a defining moment: articulate its role not only as a guardian of the past, but as a vital interpreter of the present.
To support a major fundraising campaign, the Museum needed a brand platform that could introduce new leadership, honor donors, and inspire new investment, while reflecting the weight and relevance of its mission.
Insight:
When history is still being written, bearing witness becomes an active responsibility. The Museum’s power lies in helping people see themselves, and each other, more clearly.
Solution
Yes& developed a bold campaign narrative and visual identity centered on the idea of bearing witness in real time. The brand system reflected the Museum’s singular role in shaping national understanding, balancing authority, reverence, and forward motion.
We created a striking, modern graphic identity inspired by the idea of open pages—history unfolding. The work extended across a campaign microsite, customizable print materials, and donor communications that celebrated impact while inviting deeper engagement.
The campaign positioned the Museum as both steward and catalyst, honoring its legacy while amplifying the new Director’s vision for the future.
