REBRANDING REYNOLDS MUSEUM

Tasked with updating the brand of one of Alberta’s hidden gems – Reynolds Museum in Wetaskiwin – the team, led by Nathan’s creative direction, underwent the process of conducting focus group sessions with Reynolds staff, visitors, and other members of the Government of Alberta’s Creative Services team to bring new life, relevance, and energy to a 25-year old icon of Alberta’s automotive, aviation, and agricultural heritage.

Meetings were held on-site at the museum to discuss with staff their target audience, current visitor profiles, and hurdles they were facing with the current brand and marketing templates. After working through the steps of the re-brand process including multiple rounds of concepts, feedback, and small-sample public testing, a new brand was unveiled to the public in 2019.

Taking cues from the focus areas of the museum – automotive, aviation, agricultural, and mechanical – a logo was developed to incorporate aspects from each of the areas. The wing of an aircraft, the suggestion of plowed fields, the dynamic tire tracks, and the movement of mechanization are all featured in a simple, memorable mark.

Accompanying the logo is a comprehensive brand guideline document. Spanning 40 pages, the document outlines brand, typeface, and colour usage, social media templates, advertising layouts, and how the logo and brand should be used on promotional and display items.

Feedback from both the site and the public has been overwhelmingly positive. By taking a brand that had previously been disjointed, inconsistent, and dated and moving it into the new era of social media and marketing, we’ve transformed the brand into something both staff and visitors can be proud and excited to promote.