Museum of Us

The San Diego Museum of Man was beginning a transformation, from an old school museum of anthropology into something else. A museum? An experience? A something-yet-to-be-described? They were deep into decolonizing the museum in every way, beginning with their foundation, the collection. They were working hard to figure out how to be a place, space, a resource all about the human experience. And by human, they mean all people. And by experience, they mean all experiences, with attention to those stories not often heard or seen.

They asked Renate, an experience design firm, to work with them on renaming and rebranding. As Creative Director there, I partnered with their community, staff, leadership and board to develop their new experience, from their vision to name to interaction to installation over just about two years. And just this summer, they were ready to announce their new name: Museum of Us. Having left Renate, they hired me on as a freelancer to work with them on a transitional brand identity. As a museum in transformation, in the process of fulfilling their vision to become truly connected with the community, they needed to explain the name change, hint at the “why” and communicate the new name. And, here’s what came of it…