Rebranding the Crown Jewel of Maryland's Black Culture. The Lewis™
The Reginald F. Lewis Museum in Baltimore, Maryland, documents, interprets, and preserves the complex experiences, contributions, and culture of the Black community in Maryland. The museum catalyzes sustained change by providing programs, exhibitions, and bold conversations that educate and challenge.
Through our Equity Advocates program, we developed a rebrand for the museum through the lens of the three major responsibilities that The Lewis upholds: The Past. The Present. The Future. From this exploration came a Crown that would represent those 3 pillars. Inspired by the Black American social and cultural term "King and Queen," used to honor and recognize the power and dignity of African heritage.
The new branding debuted at the museum's annual Gala in full force. Our work, in strategic partnership with Fufu + Grits, helped The Lewis™ visualize their new voice and fulfill their promise to "Protect Black History" in the state of Maryland.
Creative Direction: Casey Hawes
Lead Design / Art Direction: Noa Beatty & DerRick Turner
Strategic Partners: Fufu + Grits
Project Management: Naki Booker
Group Advocacy Lead: Natalie Burke