Racine Art Museum

Challenge / Objective

The Racine Art Museum (RAM) is a nationally recognized institution that boasts the largest contemporary craft collection in North America. Located in Racine, Wisconsin, a scenic harbor town along the shores of Lake Michigan, it occupies two destinations — RAM Downtown and RAM Wustum.

The challenge? Crafting a brand that unites these two destinations, encourages ownership within the community, and welcomes everyone into the fun, experimental world of RAM.

Solution

A thoughtful elevation of a time-honored brand. After on-site museum visits and direct input from local community members, a fresh identity emerged with simplified visual frameworks, a more curious, ownable voice, and dynamic color systems that revitalize exhibitions, events, and more. A new tagline, “Make it yours,” encourages everyone in the community to explore their creative side and find a personal reason to visit these extraordinary spaces.

Result

A colorful, inviting, timeless brand inspired by the people of Racine — and the creativity in all of us.

RAM exists to connect people through creative exploration and lifelong learning. We are strengthening RAM’s role as a place where everyone in our community can feel welcome and inspired.”

–Robb Woulfe, RAM Executive Director