Marking a Major Milestone

National Museum of African American History and Culture
Campaign branding

The Challenge

With a major milestone fast approaching, we partnered with the Museum and its newly installed director to help mark its fifth anniversary, honor donors, and kick off a year-long series of celebratory events paving the way for a (still-to-come!) comprehensive campaign. We created a graphically bold and direct visual and messaging concept as well as print and digital assets for a focused ad campaign in November 2021.

The Impact

The donor recognition effort kicked off with a very public “thank you” in The New York Times. This full-page ad was accompanied by digital ads in The AFRO and other national outlets and on website properties of radio conglomerate Urban One. The campaign reached and resonated with the Museum’s generous major donors, as well as the everyday Americans who have supported the Museum through memberships over these past five years—and reinforced messages of gratitude, community, and connectedness.

Project components

  • Donor recognition messaging
  • Creative concept
  • Advertising (strategy, digital and print creative)
  • Social media toolkit

NMAAHC building photo
Social media. iPad: Five years strong. Phones: Five years of sharing truth.
Social media story on phones: Because: You. Five years of sharing truth...
New York Times newspaper ad mockup
NMAAHC Five Years: banner ads, shown on laptop, ipad, and phones