Portfolio
Mattress
Factory:
Art You Can Get Into
Repositioning and Rebranding
CHALLENGE:
The Mattress Factory, the nation’s leading museum and educational
resource for installation art, retained Droz and Associates to help reposition
the museum to attract greater contributions and increase membership. Droz
research showed that site-specific installation art was perceived as being
hard to understand and inaccessible. To attract larger audiences, the
brand needed to convey greater accessibility and a sense of fun.
SOLUTION:
The development of new positioning and branding, including:
- a new logo and tag line. art you can get into
- new identity package, mail order gift catalog and packaging for the gift shop
- various apparel products, including T-shirts, hats and bags
- a branding guide to maintain consistency
- a strategic plan for increasing earned income
RESULT:
Attendance, contributions and earned income have all increased. The brand
was selected for inclusion in a design annual featuring the 100 best brands
for 2000.
Next
back to portfolio
About Us | The
Program | The 5 Zones | Portfolio
| Contact Us | Home
© 2005 The Marketing Fitness Program - A member of The Institute
for Marketing Accountability
212 Boulevard of the Allies, Pittsburgh, PA 15222, 412-338-1818,
info@marketingfitness.net