For a new institution, development of these strategic tools is very useful to staff members hired to attract visitors and shape museum programming. The Driehaus Museum process was intriguing, as we needed to balance expression of a personal passion with a sustainable institutional vision.
The mission statement is the root for the other verbal tools that include a vision statement and positioning text directed to a range of audiences—some with a passion for design, others curious about a Chicago cultural destination.
The museum had been operating for a number of months when we were approached to assist them. Without a formalized brand strategy, it was difficult for the director to advertise and promote programs, let alone establish a sustainable presence in Chicago’s diverse cultural landscape. Our first project was a small publication exhibiting the mansion in its original context and relating the founder’s vision for historic preservation. We then turned to developing the brand.