The Mattress Factory, the nation’s leading museum and educational resource for installation art, retained Droz to help reposition the museum to attract greater contributions and increase membership. Droz research showed that site-specific installation art was perceived as being hard to understand and inaccessible. To attract larger audiences, the brand needed to convey greater accessibility and a sense of fun.
Droz developed new positioning and branding that included a new logo, tagline, mail order gift catalog, gift shop packaging, apparel products, branding guide and strategic plan for increasing earned income.
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