The place for creative play.

Although the Philadelphia Museum of Art is one of the USA’s great museums, in 2013, visitor numbers were falling and the museum was widely perceived as elitist and inaccessible by Philadelphia's residents. In parallel with a transformational architectural re-development by Frank Gehry, we were appointed to help make the museum more relevant to a younger and more diverse audience.

We created a brand strategy that would help realise their strategic objectives and tell a more compelling story. Built around Marcel Duchamp's idea that the creative act is completed by the spectator, the narrative puts visitors at the heart of everything and invites them to make art an integral part of their lives.

"If you are looking for a true partnership that will engage not only your senior leadership, but also your staff as a whole, then the approach JWA takes to developing a brand strategy will be ideal for you."

Timothy Rub, The George D. Widener Director and Chief Executive Officer

Visual identity: Pentagram