My team and I started by getting to know each other and aligning on the project requirements. From there, we identified our individual strengths and built a structured plan to execute the rebrand effectively.

To kick off the project, our professor took us to the museum to get acquainted with the cafe & shop, as well as have a discussion with the museum director, and the cafe & shop manager. We were able to see their space and assortment of products first-hand, and learn about the ICA’s branding through the direct lens of the people who run it. 

With some preliminary research, we were able to identify the ICA’s branding elements with everything from their core values, to competitors, and customer segmentation. 

In evaluating the ICA’s existing brand, we were able to draw conclusions regarding some gaps they may be facing, particularly in regards to their interaction with VCU students. As the ICA sits right on the VCU campus, our new brand promise focused on strengthening that connection between the museum and the surrounding student population. 

With branding gaps and new goals established, we mocked up a series of marketing initiatives, and programs for the ICA to implement including:

• New logo, tagline, typeface, and imagery

• Eco-friendly cafe packaging 

• Gift shop merchandise 

• ICA rewards program 

• Internship program 

• Collaborative events with VCU student organizations, featuring ICA cafe catering

• Cafe & shop product information site

With our final rebrand proposal established, our final presentation in class provided us with the opportunity to present to the ICA museum cafe & shop directors.