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©2025 Beata Belogolovsky 

New Museum Case Study 2024


In collaboration with Aislinn Hird and Junpin Xie


Deliverables


Prompt:
- Choose from one of the following brands and conduct a comprehensive audit of the brand. Examine and contrast controlled content (ads, promos, social media posts, press releases), brand elements (logos, positioning or mission statements, spokes-people or mascot) and uncontrolled elements like (social media comments, press/news stories, public sentiment).

- Review all of your research and propose a prescriptive approach for a next step to either of the following scenarios. 
For example, if the brand has encountered a problem, how would you suggest they respond? 
If the brand is doing well, what might be done to sustain the success and avoid a misstep?
We were tasked with creating a “device” that would unvail our group’s revised mission statement for the New Museum. The new commitment states as follows:

“As the New Museum houses vital social forces vesselled through art, it already holds space for communities gathering for learning and moving forward together. As the right to gather, share, and act is threatened in our global community, we are committed to expanding the outreach of social forces. We will open the museum to be an active voting center, be the first museum to establish the policy of paid leave for all our employees to vote, and a series of talks and town houses exploring local and national campaigns, to start.”

In the form of postcards, we hightlighted a series of improved areas: Artists, Talks, Families/Community Day, and Access to Voting. Using the museum’s existing branding, we titled each postcard with the word NEW. In addition, we created stamps that encourage the viewer to go out and vote.

Intro to New Museum Brand Presentation


Brand Audit Presentation

Brand Audience Study



Brand Audience Diorama + elevator animation


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