The Broad Museum: “Beyond the Broad: Stories That Last”
Creative Strategy, Marketing, Deck Design
Type: Brand Campaign & Storytelling
Roles: Creative Consultant, Researcher, Storyteller, Graphic Designer, Content Producer
The Broad campaign, "Beyond the Broad: Stories That Last," was an exciting opportunity to position one of Los Angeles’s most iconic contemporary art museums as a cultural landmark. This campaign was crafted to deepen the emotional connection between the Broad and its audience, demonstrating how the museum evolves alongside its visitors.
The campaign's narrative centers around the concept of personal and collective growth. Through creative storytelling and community-focused assets, the goal was to highlight the museum’s ability to reflect the diverse journeys of its visitors. The process of developing this campaign followed a structured approach, beginning with a thorough understanding of the brand’s identity and challenges, and culminating in the creation of engaging multimedia content and experiences.
ProblemThe problem lies in The Broad’s lack of a unique and consistent voice that differs it from other museums.
SolutionHighlight the Broad as a place that evolves alongside its visitors, making it a consistent part of their lives. With this campaign we wanted to use social media to help attract a culturally curious, young audience.
Audience Analysis
Through primary and secondary research, we found that the Broad's visitors are diverse, representing a wide range of ages, backgrounds, and interests. This diversity is a reflection of Los Angeles itself, one of the most multicultural cities in the world.
Social Media
Persona
Competitive LandscapeThe Broad operates in a competitive landscape alongside institutions like LACMA and MOCA, which also cater to art enthusiasts and culturally curious audiences in Los Angeles.
StrategyInsight: The Broad is not just a space for art but a part of visitors' personal journeys. Its evolving exhibits mirror the personal growth of its audience
Social Media Assets
Full Campaign
Special thanks to Trojan Marketing Group
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