Smart Museum of Art
The University of Chicago

Inflection Point

A deliberate resurgence of the visual arts at the University of Chicago has people asking, “What is The Smart?”

Ogee Platform™ Solution

TMG strategists are facilitating internal and external research to determine The Smart’s primary challenges and key opportunities. Extending the spirit, energy and collaborative culture of the staff and leadership to the ‘front of the house’ is critical to developing awareness, articulating the museum’s value position on campus and within the larger arts community, and engaging the student population.

TMG is moving The Smart beyond its Inflection Point through development of an interactive, 21^st century museum experience that will provide numerous opportunities for visitors, students, and scholars from around the globe to engage with the art and exhibitions. Innovative interactive solutions in concert with dynamic creative and editorial will substantiate the institution’s value position as the nexus of scholarship and visual arts. The system will ensure delivery of consistent key messaging and graphic assets across channels from digital to print, shifting a quiet, intimidating narrative to one that is lively, engaging, and thought provoking.