Newfields: A Place for Nature & the Arts


At some point, the masses stopped coming to art museums. Even the Indianapolis Museum of Art, one of the top 10 museums in the country.

Despite the fact that the giant collection of art includes pieces from top artists–like Van Gogh, Warhol, Lichtenstein, Cezanne, O’Keeffe, Picasso and so on, people weren’t walking the galleries.  Despite the fact that the museum is surrounded by a meticulously kept garden designed by the Olmstead Brothers, people weren’t using the outdoor space. The word ‘museum’ was conjuring thoughts of  ‘no running’ and ‘don’t touch’ instead of ‘cultural leader’ and ‘weekend destination.’

So we rebranded the campus, and named it Newfields: A place for Nature & the Arts. To fight the idea that the campus was stagnant and focused more on conservation than culture, we created a fluid brand identity, designed to change and adapt over time to endless types of programming, inside and out. We designed a website that focuses on what’s going on today. We designed a campus map that lives on the website, which showcases the full campus instead of just the museum.

To launch the brand,  we created a campaign around Winterlights, Newfields’ inaugural Christmas light show. The event brought in 70,000 visitors who were introduced to the new brand (which doubled the goal of 35,000.)