National Design Journal
Cooper Hewitt Smithsonian Design Museum

Membership/Development

While retained as the agency of record, we evaluated the impact and engagement of all marketing platforms. Quantitative and qualitative research revealed the members’ magazine, lacking any unique content or privileged access, was of little to no value to members.

Working with department heads and directors, we defined goals in the redesign and creative direction of the museum's magazine. Increased value to members while also creating an effective development tool, and building the museum's brand image through the innovative design of unique content were the top three OKRs. The "National Design Journal" was created to be the single voice for the nation's design museum, with articles by guest curators, scholars, and National Design Award winners. Regular features such as event calendar, recent acquisitions, and shop merchandising remained an important part of the primary function of the magazine.

Projects are shown with permission, Cooper Hewitt Smithsonian Design Museum. ©Cooper Hewitt Smithsonian Design Museum