In May 2016, The Gibbes Museum of Art reopened its doors to the community after a complete renovation of its structure, galleries, and programming. The new Gibbes pays homage to its original mission and purpose, while providing a dynamic new setting where all visitors can celebrate artistic expression and its purpose in our lives and communities. When the Gibbes team approached us a year earlier, we were thrilled at the chance to evolve the brand and create new marketing materials and programs. Our goal was clear: develop a world-class branding platform that reflected our world-class museum. We all agreed to push beyond descriptive and functional concepts and explore the true impact the Gibbes and art have on our lives. In fact, on a parallel path the Gibbes board was retooling the museum’s mission statement and the two efforts informed each other. Ultimately, a website, collections app, lobby video, visiting artist short films, and ongoing projects work together to engage visitors, donors, and community members with their singular focus: art is the reason.