The Challenge
Since 1959, the Vancouver Maritime Museum had been an anchor point for maritime enthusiasts and landlubbers alike to engage with, and learn about, the rich maritime cultures, industries and journeys connected to the Pacific Northwest and Arctic.
But the museum was aging. This was also apparent in its brand, which had a dated look and feel that was very much reflective of B.C.’s colonial maritime past.
We were approached to refresh and update the Vancouver Maritime Museum brand and develop a new website that reflected a new direction for the museum.
The new brand needed to move away from traditional/colonial symbols and imagery to create a more inclusive brand experience.
While we wanted to celebrate the existing brand heritage and retain authenticity, the brand needed to look to the future.
At the same time, we also needed the brand to communicate a family-friendly experience to build a new generation of brand enthusiasts.
The Solution
Existing research confirmed our assumptions about the state of the brand.
While Metro Vancouver residents were aware of the museum (75% +) and generally had positive feelings about the VMM, few had visited recently.
We set out to develop a brand that would re-invigorate enthusiasm and tell a richer, more diverse story.
On a deeper level, guests of the museum are explorers (from here and abroad) who are seeking to connect with the authentic Pacific Northwest and Arctic – and to go home with a story to share.
Through our Brand Blueprinting process, we distilled the museum’s brand truth to:
We are a vessel of inspiration and connection, sharing rich stories of our past and present maritime life and cultures.
This is the journey
The creative idea was to communicate a sense of movement and forward momentum, inviting our visitors to join us on a journey.
The new logo and wordmark invite visitors to take a fascinating journey with us.
The subtle reference to the St. Roch schooner—the VMM’s primary exhibit—and other vessels provided the ‘anchor point’ needed to honour our heritage, but with the boldness and energy the brand needs to embrace new possibilities.
Together with the logo, we developed a new visual brand identity system that will ensure a powerful, flexible, and cohesive brand presentation across all visitor and staff touchpoints.
In conjunction with the brand, we designed and developed a new website to reflect not just the new brand, but an easier and more intuitive user experience. With the new site, we’re making it easier for users to get information about the museum and to purchase tickets.
The Results
While the brand launched only recently, it has been embraced with tremendous enthusiasm by staff and visitors alike.
Anecdotally, feedback from regional and tourism organizations has been very positive and visitors have remarked to museum staff how easy and intuitive the new website is to navigate and use.
Early indications are that response to event invitations is already up significantly over previous years.
“I’ve worked with St Bernadine on multiple projects and as the executive director of two different organizations. They have always come to the table with creativity, generosity and a sense of fun. I’ve worked with different creative agencies over the past decades and I always come back to St. Bernadine because of the humble, hands-on way they approach the work of telling our story.”
-David Jordan, Executive Director, Vancouver Maritime Museum
