Connecting everyone in America to their sea story.

Insight:

• Mystic Seaport Museum, located in scenic Mystic in Connecticut, is on a mission. To cement its position as the epicenter of America’s maritime experience.​
• It’s a working museum, with fully-functioning shipyard, located on a 25-acre site on the shores of the Mystic River.​
• Our mission was to identify how a more relevant and inspiring purpose for Mystic Seaport Museum could drive reach, engagement and revenue.​
• Engaging with stakeholders and building consensus, we explored different ideas to capture what the museum could own in the mind of its various audiences, in the US and beyond.

Idea:

• Connecting everyone in America to their sea story.
• This new brand proposition adds art and interest to their rich repertoire of artefacts, bringing exhibits to life.​
• It is also the genesis of an idea to help the museum ‘think like a media company’, leveraging its Intellectual Property to extend its reach beyond physical footfall.​
• We brought the idea to life with a powerful narrative to communicate the direction of travel for the museum and unify its teams.

Implementation:

• Brand audit, stakeholder engagement, consensus-building​
• Brand strategy, positioning, narrative, messaging​
• Organizational strategy and vision