Work: Case Study
International African
American Museum
When IAAM set out to create an online presence for their physical space, they didn’t just need a website—they needed a digital monument. A representation of the museum’s powerful on-the-ground experience, and a vehicle to share the stories that their expansive network worked to interpret and share inside its walls. Our website collaboration was aimed to accurately reflect the visitor experience while amplifying their message across generations and continents.
We knew IAAM’s website could serve as a vital platform for sharing the unvarnished stories of the African American experience across generations, extending the museum’s mission beyond its physical location in Charleston. Collaborating closely with museum staff and board members, we built upon existing brand guidelines to craft a digital experience and creative executions that honored the gravity of the subject matter while celebrating heritage with a sense of joy. That tone and approach followed the website launch as we partnered with the museum to develop promotional materials and led ongoing marketing to promote membership and visitation.
Our journey with IAAM started long before its opening with an effort to craft the museum’s mission statement. As the museum prepared to open its doors, we joined forces to bring their existing brand to life across a new website, digital ads, and billboards. Of particular note on the new site: a space to house museum exhibitions, both past and present, and virtual access to their groundbreaking genealogy resource, The Center for Family History. Our collaboration has continued over the years, supporting the team with ongoing digital marketing to boost awareness and visitation, developing appeals for fundraising and membership growth, and designing tools to help IRL visitors orient themselves for a full experience in the ground.
With the successful opening of the museum’s doors, the IAAM website has remained a cornerstone for education, personal discovery, and cultural dialogue. It plays an integral role in furthering the museum’s mission–ensuring its stories touch the lives of locals, visitors from across the globe, and those who may be experiencing the museum digitally.
