Beyond Orange: A Brand Built from Place
What does it mean for a museum’s identity to reflect where it is—not just what it holds? For Racine Art Museum (RAM), the introduction of an updated brand is an opportunity to answer that question. Rather than signaling a dramatic shift, the refreshed identity represents a thoughtful evolution—one rooted in process, shaped by community insight, and reflective of the character of Racine itself.
This moment is the result of a nine-month journey that began with a competitive RFP to identify a partner who could help guide RAM’s next chapter. RAM ultimately selected Midwest-based marketing firm Phire Group, drawn to an approach that emphasized discovery over assumption. From the outset, the goal was not to reinvent the museum, but to uncover and clarify what already makes RAM distinctive.
That process began with listening. Through stakeholder interviews, audience surveys, and targeted focus groups, Phire worked closely with the museum and its community to understand how RAM is experienced from different perspectives. What emerged was clear: RAM is as much about connection as it is about collection. It is a place shaped by its community, its accessibility, and its unique position within Racine.
Phire translated those insights into a cohesive identity system—one that feels both authentic and forward-looking. Early concepts were shaped, discussed, tested, and refined against strategic priorities and audience response. By the time the final direction was presented to RAM’s Board of Directors, it reflected a shared vision and received full support.
At its core, the refreshed identity brings alignment to a museum in motion. RAM’s previous identity—developed by Liska + Associates in 2002—served the institution well for more than two decades, helping establish a recognizable presence. Elements remain, including the signature RAM orange. The new identity builds on that foundation, reflecting who RAM is today and where it is headed.
That connection begins with place. Rather than adopting a neutral museum aesthetic, the new visual language draws directly from Racine—its Lake Michigan shoreline, industrial heritage, and everyday textures and materials. An expanded color palette and contemporary typographic system reflect a distinctly Midwestern, Wisconsin sensibility: warm, approachable, and quietly confident. The brand does more than represent RAM—it situates it.
The work also clarified how RAM’s two campuses relate to one another. RAM Downtown and RAM Wustum offer distinct experiences, from a modern waterfront gallery to a historic site with studios and gardens. Unified messaging and visual cues reinforce them as complementary parts of one institution and one connected cultural experience.
Anchoring the brand is the tagline “Make it yours.” Emerging from the discovery and testing phases, it reflects a broader shift in how RAM engages its audiences. It is an invitation to explore, create, and connect in ways that feel personal and meaningful.
The work extends beyond design. A flexible brand system supports a website overhaul, new merchandise, sub-identity frameworks, and an evolved brand voice, along with clearer communication across platforms. The refreshed brand is now beginning to roll out across museum touchpoints, from signage and exhibitions to digital platforms and communications, with implementation continuing over the coming months.
In the end, the new brand is not defined by a single moment of change, but by the process that shaped it. Grounded in research, collaboration, and a deep respect for place, it reflects both where RAM has been and where it is going. It is a brand built on RAM’s foundation—and made for what comes next.