Smithsonian Revamping Its Stuffy Brand

How does one re-brand an august institution like a classical museum–a “product” that is stuffy by its very nature?

The Smithsonian Institution is an extremely popular destination for anyone visiting in the Washington, D.C. area, but the folks in charge clearly felt like they needed to increase their appeal—which is why they decided to hire Wolff Olins to help create the first ad campaign in the institution’s 166-year history.

The Smithsonian’s 19 individual museums and galleries are some of the best-known and most popular in the country.

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