LBJ Presidential Library
Challenge
Arrow’s work would be the first step in a multi-year effort to help a new generation of Americans recognize President Johnson, not just for Vietnam, but for his enormous domestic agenda.
Solution
To re-frame his story, we based our work on the insight that by signing his legislation, LBJ changed the course of history. We changed the name from “Lyndon Baines Johnson Library and Museum” to the more elegant and pointed LBJ Presidential Library and created a new logo family that tells the story of the Presidency. From there we delivered; a new visual identity; website & online store; print, broadcast & digital advertising; signage and collateral materials; and a national publicity campaign. Oh, and our stakeholders were the Library’s executive team, archivists, the national board of the LBJ Foundation and the Johnson family. Since 2012, we’ve remained a long-term strategic partner with the Library and have branded, designed & publicized THE CIVIL RIGHTS SUMMIT, celebrating the 50th anniversary of the Civil Rights Act of 1964; THE VIETNAM WAR SUMMIT, a comprehensive look at the Vietnam War; THE SUMMIT ON RACE IN AMERICA, an exploration of the complex race issues; and new exhibits such as the LADIES AND GENTLEMEN…THE BEATLES! and SIXTY FROM THE ’60s.
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