How to makeover a 45-year-old brand
After 45 years at its current location, the Royal Alberta Museum (RAM) was moving into a new breathtaking, state-of-the-art home. The new build and move meant the RAM closed for three years to pack, move and unpack. Our challenge was to breathe new life into this stale and dated brand, build anticipation and buzz for the opening, and of course drive visits and annual passes.