Southern Museum – Branding
Situation
The Southern Museum of Civil War and Locomotive History brand identity centered on the museums three primary exhibits. After four years, the City Council sought to bring stronger emotional appeal to the museum’s brand identity.
Action
O’Neill Communications rebranded the museum focusing on those words and graphic images that evoke emotion and desire. The new brand uses strong images of the Civil War and bold statements – Honor, Tradition, and Glory while integrating graphic images of the “Rebel Flag,” “Old Glory,” and the Congressional Medal of Honor.
Results
Based on consumer feedback, these new graphics and messaging were applied to all marketing and promotional materials including the new Web site, reinforcing Southern Museum’s positioning as world-class museum chronicling the events of the Civil War as well as the evolution of railroading in the South. The bold new campaign includes a series of billboards on Interstate 75 which, based on research, is the #1 source of visitors.
