The Rockwell Museum: Creating an Experience

No one ever questioned the quality of the holdings of The Rockwell Museum of Western Art. The challenge was getting visitors through the doors. Many of the museum’s greatest assets – its education and art programs, its civic activity – were well-kept secrets. Brodeur Partners worked with the museum to develop a relevance roadmap that led to a full repositioning and rebranding, moving the institution from a “place for pictures” to “an experience for people.” The effort led to a new name (“The Rockwell”), a new web site, and a new roadmap for the organization. Said Executive Director Kristin Swain, “The relevance platform was a critical North Star for our organization’s transformation.”