“SOME ARCHIVES AND RECORD OFFICES ARE HOUSED IN YOUR LOCAL MUSEUM OR LIBRARY; OTHERS HAVE THEIR OWN STAND-ALONE BUILDING. WHEREVER THEY ARE, THEY ARE A TREASURE TROVE.”
-KATE WILLIAMS
WHY LICENSING?
The benefits of a successful program
CASE STUDIES
BRAND-BUILDING SERVICES How we can help grow your brand
The Enid A. Haupt Conservatory at The New York Botanical Garden
WHY LICENSING?
Cultural institutions, museums, and private archives interested in a long-term revenue stream and increased public exposure often turn to licensing.
A successful licensing program will:
•Reinforce brand messaging and mission on a large scale
•Significantly expand consumer touch points from a localized area to a large geographic territory
•Create brand loyalty with existing supporters and introduce the brand to new admirers
•Ensure a steady stream of royalty revenue with long-term licensee relationships
•Attract new philanthropic interest
THE RISE OF THE CULTURAL BRAND
Across the globe, an increasing number of cultural sites, museums and archives are leveraging their assets and turning to brand licensing to supplement income and increase brand exposure. Beyond licensing content, these brands are communicating and connecting their value and mission to consumers around the world. When a program is managed professionally, brand licensing can monetize an organization’s assets with minimal cost and little risk.
“A
portion of proceeds directly support the New York Botanical Garden’s important work in plant research and conservation, horticulture, and education.”
PRODUCTS WITH MEANING
A Cone Communications study* revealed striking data on the growing positive impact of supporting a cause on a company’s reputation, loyalty and affinity. Respondents had a more positive image (92%), are more likely to trust (87%) and are more loyal (88%) to companies that support social causes than ever before. Partnering with an institution, museum, or archive represents a powerful opportunity for companies and retailers who wish to promote their social responsibility and dedication to history, culture, education, and the arts.
*2017 Cone Communications
Study
“The perfect harmony between black and white...this Royal Academy of Arts Mural showing a stunning line block print by Arthur Rackham dates back to 1920.”
An exclusive collection of graphic tees for kids by J.Crew inspired by The American Museum of Natural History’s archives.
CASE STUDY
Renowned cultural institution and National Historic Landmark, The New York Botanical Garden, is one of the greatest botanical gardens in the world and a leader in plant science and environmental conservation.
Leveraging NYBG’s reputation, heritage and archive of botanical artwork, Jewel extended the brand into a variety of categories, including rugs, bedding, bath, home fragrance, personal fragrance, jewelry, stationery, wall art, tabletop, and food & beverage.
Royalties from sales of licensed products support the institution’s charitable mission.
BRAND EXPOSURE
NYBG’s successful licensing partnerships are often complemented by lucrative marketing campaigns at no additional cost to the brand. The three print campaigns pictured, including two catalog covers and an ad in Veranda Magazine, reached over 5 million households and carried an estimated value of more than $250,000.
BRAND IDENTITY & EXTENSION
Jewel conductd an extensive feasibility study to estimate the reach and analyze the impact of the NYBG licensed brand in the consumer products space.
To help the institution understand how to communicate its value to consumers, Jewel facilitated the creation of logos, a brand book, licensing style guide, and packaging concepts to manage and unite NYBG’s growing visual merchandising and packaging needs.
Additionally, Jewel created detailed product presentations to secure multiple category placements with key retail partners, created trend updates to refresh and unite multiple product categories under a consistent NYBG aesthetic, and provided seasonal artwork and color palettes twice yearly. Jewel has added more than 38 licensees to NYBG’s growing program since 2013.
LIANA SHOWER CURTAIN
72" Height
CASE STUDY
For over eight decades, the product licensing division of The Colonial Williamsburg Foundation has interpreted historical inspiration into distinct, trend-appropriate products. Jewel worked with the Foundation to continue their legacy of vibrant stories and reach a new demographic with the creation of American maker brand, Craft & Forge.
Jewel performed a throrough retail audit and trend analysis to inform the development of a new craft brand with a distinctive, authentic approach to product development.
BRAND IDENTITY & MARKET POSITIONING
To build a stand-out brand story, Jewel worked with Craft & Forge to isolate and leverage the brand’s most unique and marketable assets. Jewel’s research into the brand’s historical roots alongisde a contextual analysis of the retail market helped Craft & Forge best position its value for the consumer marketplace.
Jewel created logos, product concepts, and a brand book for Craft & Forge to unify the new brand’s story and source new licensees. Targeted categories included home decor, food & beverage, apothecary, quilts, craft kits, and more.
Garden & Outdoor
Farly American ga1·rlen anrl farming practices offer a wealth of proven techniques for kitchen gardens to exotic flowers, artful horticulture anrl cont;iiner gardening
