Case Study

University of Chicago Smart Museum of Art


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

How do we answer that question?

Ogee Platform Solution
Our internal and external research determined that bringing the spirit, energy and collaborative culture of the staff and leadership to the ‘front of the house’ was critical to building awareness. The staff could best articulate the museum’s value position on campus and within the larger arts community, and develop significant interest within the student population.

TMG proposed an interactive, 21stcentury museum experience designed to provide numerous opportunities to explore the Smart Museum’s art and exhibitions. The solutions, in concert with dynamic creative and editorial, substantiate the institution’s value position at the nexus of scholarship and visual arts.

A communications program of messaging and graphics, spanning channels from digital to print, were designed to take the low-key institution and its quiet, intimidating narrative to one that is lively, educational, and thought provoking.