DS... phase uno

[Joseph] Phase 1 ABOUT THIS PHASE: I decided to go with re-branding the Kemper Museum of Contemporary Art in Kansas City, MO. It seems to be a very good opportunity for such a thriving organisation — with three different locations in the city and a fantastic growing collection of contemporary art. The Kemper is very often having new and exciting exhibitions from well know artist around the world. Activity of the Kemper ranges from many different exhibitions with various medias (new and traditional) to fine dinning, to special events, to a maintaining a fantastic local-artist-driven gift shop. The Kemper is a privately (and locally...) run organisation in KC that shows a lot of internationally acclaimed contemporary art with its permanent collection. And has 12 featured art exhibits every year — there are always new exhibitions with visiting international artists. In selecting its exhibitions it strives to represent national and international aesthetic and cultural diversity. In addition the Kemper aims, in general, to foster the arts in a way for participants to exchange, debate, and greater understanding of the human experience. In phase one of this project, I propose to develop two major aspects of the Kemper Museum of Contemporary art. I mentioned that there seems to be a considerable amount of missed opportunity (first of all) in regards to the current brand, or design system of the museum. if you look at slide [#4] below, you can see a sample of the Kemper's current brand elements. There is an overall lack of cohesion among even the brand of the museum itself, let alone almost every product they have themselves. Further more, the current visual identity does not seem to do credit to the versatility, energy, creativity, and diversity of this internationally renowned institution. The current brand seems to lack the innovative potentiality that the versatile and energetic essence the Kemper has — I think the Kemper deserves a downright sexy overall visual identity in general. The Kemper is quite successful in what it does (in getting people to appreciate the arts). But what MORE could it be? I think it can and should be more aggressive in an effort to cater to a wider audience, perhaps they might think about encouraging art that uses new media that is interactive, or developing programs or artifacts that are more directly educational to the general public — inovative education for art appreciation. The Kemper is a wonderful little gem for contemporary art lovers in Kansas City — but it should be a gem for art lovers and non-art lovers for the entire country and the world!

 < 1 visual inspiration< 2 brand attributes (current and proposed)

 3 > key comparable< 4 current brand elements

 5 > brand essence