New Fourth Floor Campaign
and Brand Refresh

We partnered with Thought Matter creative agency to develop this campaign for the New-York Historical’s re-opening of the museum’s renovated fourth floor, which included a Luce Center collections display, newly formed Center for Women’s History, and the spectacular, one-of-a-kind Gallery of Tiffany Lamps. The campaign incorporated a new color palette and typefaces and we also developed several headlines to address the various aspects of the initiative. One headline became the institution’s main tagline, tweaking the previous “Making History Matter” to “Because History Matters,” and which encapsulated the old adage: tell people not what you do, but why you do it.