From Historic Museum–To Thought Leader: Rebranding A Historic Landmark
INSIGHT
Through discovery sessions, stakeholder interviews, employee surveys, and research, we uncovered a clear gap: the site was widely known for Halloween events or
Al Capone’s cell—far from its mission. The vision to educate and inspire conversations about the justice system wasn’t connecting with audiences.
OPPORTUNITY
Eastern State’s mission—to preserve America’s first penitentiary and advance understanding of the
criminal justice system—demanded a brand story
that aligned aspiration with perception.
SOLUTION
We developed a brand and narrative that brought the organization’s aspirations into clear alignment with audience perception. This included creating a unified parent brand supported by two sub-brands, giving the overall message structure, clarity, and strength. Drawing inspiration from the site’s architecture and its historic role as a place of reflection and penance, we crafted a contemporary identity that honors its heritage while expressing its forward-looking vision.
Project completed with the talented team at Finch Brands.
Video animation by Brindy Gibbs.
