Here is Shannon leading a fun and interactive brand workshop at SFMOMA. The audience? The museum’s security personnel.
Activating a New Brand Platform
After SFMOMA’s grand re-opening and its transformative expansion by celebrated architecture firm Snøhetta, GBW were brought in to re-articulate the brand strategy. The existing brand had been deeply tied to the museum’s previous iteration and needed to evolve to reflect its more modern, expansive identity. Our work refreshed the brand’s relevance, ensuring it aligned with the museum’s new scale, audience, and vision.
One of the most rewarding aspects of this assignment was the internal activation piece—bringing the SFMOMA brand to life from the inside out. Including security personnel, who had never been included in such an initiative.
Everything Communicates
Every touchpoint—interactions, signage, other visitors, and security together shape how visitors experience the museum.
A first was including security personnel in the training for the first time, recognizing them as essential stewards of the brand. Their role extends beyond protection; they directly impact how visitors feel and engage with the museum. The session was deeply appreciated, giving them a new sense of purpose in growing and protecting the SFMOMA brand.