When the Indianapolis Museum of Art (IMA) refocused its mission to emphasize “impacting lives through exceptional experiences with art and nature,” it hired Young & Laramore to re-evaluate the museum’s overall brand strategy and help it determine how to communicate this new mission to the core audience, as well as a broader audience that typically doesn’t visit art museums. Y&L recommended giving the name, Newfields, to the IMA’s 152-acre campus. In addition to the brand strategy and name, Y&L crafted Newfields’ identity system and even the core tenets of a visitor’s experience.
Newfields, a Place for Nature and the Arts, will serve as a community destination offering experiences with both art and nature. The Indianapolis Museum of Art, The Garden, Lilly House and Fairbanks Park will continue to exist as key attractions at Newfields, along with new attractions. The logo — a sculptural, dimensional N — is designed to showcase the wide range of experiences offered at Newfields, serving as a prism through which to view these experiences. Creative credits at Y&L include Carolyn Hadlock, ECD/Principal; Kyle Nordsiek Art Director; Rachel Regan Designer; Charlie Hopper Senior Writer; and Tom Denari, President & Chief Strategy Officer.