UMMA

Challenge / Objective

UMMA is not a quiet, contemplative museum. It’s a place full of curiosity, energy, and dialogue. As the University of Michigan Museum of Art entered a new era, it needed a brand that reflected its evolving role on campus — one that invites participation, connection, and exploration.

Solution

Through extensive research, one-on-one interviews with students, community members, and stakeholders, and collaborative focus groups, we listened closely to what the museum could become. A bold brand activation was led by a dramatically reimagined digital experience. We created a flexible brand system with a timeless new logo, fresh visual language, and thoughtful tools that enhance the visitor experience across every touchpoint.