Dennos Brand Refresh
Dennos Brand Refresh Public Presentation and Q&A
Sunday, November 30 | 2:00 PM
FREE | RSVP Here
Community members are invited to a public presentation and Q&A session at the Dennos on November 30th at 2:00 PM. Led by Dennos staff, the presentation will touch on the purpose of the brand refresh, an overview of the process, cover the museum’s new brand pillars to guide key messaging, and allow time for attendees to ask questions.
Timeline
- January 2020: The Dennos identifies a brand refresh as a goal in it's 2020-2025 Board Approved Strategic Plan. COVID, and other strategic priorities take precedence, and the project is delayed as NMC is awarded grant funds to undertake its own brand refresh.
- July 2025: Dennos seeks proposals for consulting firm to refresh its brand, and mentions the brand refresh project in its FY25 Annual Report regarding upcoming projects and programs.
- August 2025: NMC launches refreshed brand.
- August 2025: Dennos staff select a firm and secure an internal steering committee.
- October 2025: New Brand Pillars are finalized after committee review.
- January 2026: Projected time for finalization of brand refresh including visuals and launch support materials.
- July 2026: Public launch of the museum's refreshed brand.
purpose & overview
A refreshed brand is a significant opportunity for the museum to realign itself with the college and mutually support the strategies and goals of both NMC and the Dennos–all while inviting new audiences to learn, connect, and create on campus. Additionally, the brand refresh will also launch during the museum’s 35th anniversary, which coincides with the college’s 75th and follows the successful rebranding of NMC.
The museum’s current brand was developed in 2008, during which the mission statement changed very little from 2000 to 2019. Following the museum’s expansion in 2018–coupled with new leadership alongside changes in the social, academic, and marketing landscape–resulted in the adoption of a new mission and vision to lead the museum into the future.
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Previous Mission: 2000-19 |
Current Mission and Vision: 2019-Present |
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Mission: The mission of the Dennos Museum Center is to engage, entertain and enlighten its audiences through the collection of art; and the presentation of exhibitions and programs in the visual arts, sciences and performing arts. |
Mission: The Dennos Museum Center builds community, sparks conversation, and inspires change for audiences of all ages through its exhibitions, programs, and the collection and preservation of art. Vision: The Dennos will serve as a vibrant hub for the campus and community to engage in dialogue, discovery, and connection through thoughtfully curated exhibitions and experiences. |
As a result of this shift in strategic focus, programming outcomes have grown dramatically: in FY25, 12,500 people engaged in 112 discrete programs, nearly ten times the pre-COVID annual average of 1,400. This significant increase highlights a clear appetite for arts engagement in our region, with new leadership helping the museum meet this demand in fresh and creative ways.
The museum’s brand refresh efforts are led by Phire Group (Ann Arbor, MI) and rooted in discovery work that includes one-on-one qualitative interviews with key stakeholders, quantitative survey input from community members, and competitive analysis with other comparable organizations. The brand refresh is guided internally by a steering committee comprised of Dennos staff, NMC's Public Relations, Marketing and Communications Department, the NMC Foundation, NMC Academic Success, museum volunteers, and external stakeholders.
Phire Group was selected by Dennos staff for its competitive proposal that highlighted their niche experience after leading the rebrand efforts for the University of Michigan Museum of Art (UMMA). Phire Group has an acute understanding of academic art museums, and the unique challenges and opportunities of celebrating the museum’s distinct brand while also leaning into strategic tie-ins to the larger parent organization.
