Founded in 1881, the Staten Island Museum is the only general-interest museum in New York City. The museum’s mission is to preserve, research and exhibit significant objects and themes related to natural science, art and local history.

The Problem:
Serving over 80,000 people each year, the Museum wanted to realize a dream 40 years in the making: the expansion to Snug Harbor Cultural Center, a nationally significant historic site that was saved from demolition through the leadership and efforts of Museum members in 1965. While the museum received a significant portion of public funding, it still needed to raise an additional $6 million to make it happen.

The Solution:
Munroe teamed up with the Staten Island Museum to develop and implement a marketing strategy, graphic identity and marketing collateral that would support the museum’s fundraising efforts in the near term, and serve as the foundation for its long-term strategy to promote the museum. After a fact-finding and research process, Munroe developed a new brand identity that was fresh and contemporary while remaining true to the museum’s history. The logo and tagline speaks to all of the museum’s audiences, from current members and public officials to potential museum supporters and visitors. In addition to the fundraising campaign, we developed the museum’s interactive identity, from the website through to the online marketing tools.

The Results:
With a newly reinvigorated identity, the Staten Island Museum embarked on a capital fundraising campaign and has successfully secured over a million dollars in funds, including a $450,000 grant from the Richmond County Savings Foundation and $400,000 challenge grant from the National Endowment for the Humanities.


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