the Museum of Neon Art
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Lindsey Gatlin
MoNA
Contents
table of contents
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About About the Client
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Positioning Differentiation Value Proposition
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Challenge Project Challenge
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Understanding Vision, Values, Mission Target Market Stakeholder Perceptions Services Products Marketing Strategy Competition SWOT of Client
Brand Essence Central Idea Key Messages Voice & Tone Brand Spectrums
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Big Idea Big Idea
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Next Steps Defining Success Parameters Deliverables
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Contact & Summary Contact Strategic Summary
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Clarifying Core Values Brand Attributes Competitive Advantage Lindsey Gatlin
MoNA
About the Client
about MoNA
The Museum of Neon Art is an art museum located in Glendale, California. The museum focuses on encouraging learning and curiosity through the means of neon art. They strive to collect and preserve neon, electric, and kinetic art; believing that neon illumination brings together art, technology, and science in a one-of-a-kind way. From their mission statement, it is “the only museum in the world devoted exclusively to art in electric media, exhibiting electric and kinetic fine art, and outstanding examples of historic neon signs, for over four decades.” Their desire is for those who visit their museum in person or virtually to leave the experience as a patron of the arts and saver of the signs. The traditional concept of neon illumination is evident in their current website and social channels.
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Lindsey Gatlin
MoNA
Project Challenge
project challenge
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The Smithsonian Institute has launched an initiative to extend its network to include a grouping of alternative and novelty museums. To do so, it has put out a request for proposals (RFP) expressing what each museum might do if chosen and, subsequently, offered appropriate funding for the work.
Lindsey Gatlin
MoNA
Understanding
vision, values, mission
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MoNA encourages learning, curiosity and expression through the preservation, collection and interpretation of neon, electric and kinetic art. Neon is a gateway between scientific principles and artistic expression. Neon illumination integrates electrical technology, creative design, and fundamental concepts of physics and chemistry. The Museum of Neon Art is the only museum in the world devoted exclusively to art in electric media, exhibiting electric and kinetic fine art, and outstanding examples of historic neon signs, for over four decades.
Lindsey Gatlin
MoNA
Understanding
target market
The target market for MoNA is twofold. First, the desire is to reach those local to the Glendale and Los Angeles areas. Second, the aim is to connect with lovers of neon internationally. Those who are local, take a primarily liberal political perspective and are mainly younger working professionals. Over 50 percent of Glendale residents were born outside of the United States. In Los Angeles, young professionals and families dominate. Those local to LA are also more likely to hold a liberal political view. Both demographics are aware of current trends at large and spend substantial amounts of time on social media Reaching both of these broad audiences with a bold and consistent visual identity will increase the visibility of MoNA in physical and digital spaces.
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Lindsey Gatlin
MoNA
Understanding
stakeholder perceptions
Primary stakeholders of MoNA include the Board of Directors, Staff, Advisory Board, and Honorary Board. All of those in these positions are greatly dedicated to the field of neon art, and many are well decorated in their respective fields. They are involved and aligned with the mission of MoNA. MoNA also offers an internship program that aims to foster a deeper passion for the arts in those who are younger. Interns publicly praise MoNA for all that their experience taught them while crediting their early successes to their time as an intern. Interns also positively reflected on the company culture. Secondary stakeholders of MoNA include all visitors and locals. These stakeholders have varying views on the museum. Those who hold a negative perception were disappointed by the size and depth of the museum. A new identity system will serve to bring clarity and correct expectations of those desiring to visit. It will also reinforce the current positive perception of those who are employed by MoNA by boosting morale.
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Lindsey Gatlin
MoNA
Understanding
services
MoNA serves the community of Glendale as being a place to explore art, science, and technology in new and engaging ways. This fosters learning and creativity in ways that other environments such as schools are unable to. Veterans and children are given access to the museum free of charge and the cost for other visitors is low, providing them with valuable and engaging entertainment. MoNA serves the global community by providing well documented works of neon, electric, and kinetic art to be viewed in an easy-to-access digital space. MoNA also offers closed captioning and detailed descriptions to continue to move towards greater accessibility for all. Presenting these services in a way that is clear and easy to understand is imperative to creating a functional brand system.
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Lindsey Gatlin
MoNA
Understanding
products
The Museum of Neon Art offers several experiences. Besides the traditional museum experience, they offer multiple LA Tour experiences. The two primary tour options include Neon Night Walks and Neon Cruises. Both of these engage guests in the history and aesthetic of Los Angeles while allowing them to immerse themselves deeply in to the history of neon. Many of these events are themed around holidays or seasons. MoNA also offers many different classes and workshops for hands on education in the art practice of neon. They also offer the use of their spaces for various events, such as weddings. Including the various offerings in prominent consideration will help to increase awareness of MoNA to both locals and tourists who might unknowingly pass by the smaller venue.
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Lindsey Gatlin
MoNA
Understanding
marketing strategy
The current digital marketing strategies of MoNA have proven to be successful in maintaining an engaged audience but, the audience could expand beyond mainly devout lovers of neon (and locals). Current SEO strategies are highly effective, MoNA is incredibly easy to find across search engines. Maintaining current strategies will be effective in assisting visitors to engage with the museum pre or post visit. Creating more dynamic Instagram and TikTok content will allow for MoNA to work towards becoming a more recognizable and well known name.
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Lindsey Gatlin
MoNA
Understanding
competition
MoNA’s primary competitor, in terms of content, is The Neon Museum located in Las Vegas, Nevada. The content of this museum varies from MoNA in its emphasis on Las Vegas history over neon practices. This museum uses both red and gray heavily, along with sans serif typefaces. Visually, their identity is similar to MoNA’s. Main larger museums in the Los Angeles area include The Getty, The Broad and The Museum of Contemporary Art (MOCA). All of these museums utilize bold, primary colors in the identity. It is important for MoNA to fit in with this crowd without blending in. There are many alternative museums in the Los Angeles area who’s identities are less organized than that of MoNA. Pursuing a clean and organized visual system will continue to set MoNA apart.
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Lindsey Gatlin
MoNA
Understanding
competition
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Lindsey Gatlin
MoNA
Understanding
SWOT
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Strengths They have a distinctive identity that utilizes the power of the color red. The aesthetic of the museum space is also intentionally photograph friendly, allowing for visitors to create their own content for social media.
Weaknesses Being located away from other museums in the Los Angeles area and being a smaller venue are disadvantageous. Being a more alternative museum could also be seen as a weakness in regards to the reach they are able to have towards the general public (local and international).
Opportunities MoNA is located near popular restaurants and shops that create foot traffic thus enabling guests to stumble upon their museum. Creating a consistent identity system would be beneficial for making MoNA more recognizable to locals and more desirable for tourists.
Threats The size of the space is very small is in relation to more well known museums in the area. Reviewers frequently comment on the size of the space, and some go as far as to recommend not driving more than an hour to get to the museum.
Lindsey Gatlin
MoNA
Clarifying
core values
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1. educating the general public on the importance of neon art 2. engaging curiosity and personal expression 3. creating space to connect science and visual art
Lindsey Gatlin
MoNA
Clarifying
brand attributes
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They are: -
dedicated to educational efforts on neon, kinetic, and electric art
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committed to accessibility and inclusivity
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pursuing social change through art
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aiming to create a dynamic guest experience
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engaged in the local and international neon community
Lindsey Gatlin
MoNA
Clarifying
competitive advantage
MoNA is the only museum in the world devoted exclusively to art in electric media, exhibiting electric and kinetic fine art. They bring together art, technology, and science in a one-of-a-kind way. As the only one in their field, MoNA holds the authority to define what the future of art and science museums could be. In comparison to the other museum in Las Vegas that focuses on neon art MoNA takes a broader approach that allows for greater and deeper visitor engagement. Being located in Los Angeles county and receiving support from the Los Angeles County Department of Arts & Culture is another advantage.
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Lindsey Gatlin
MoNA
Positioning
differentiation
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Being a space that strives to engage with viewers and create space for curiosity is advantageous over other museums. They are also a space that hosts various types of events.
Lindsey Gatlin
MoNA
Positioning
value proposition
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For the local audience, a new visual and strategic brand system will allow for greater recognition and appreciation of MoNA. For a broader audience, this will push MoNA to become more well known. The younger demographic found in the local region will be drawn to a well-crafted brand while the elder demographic will benefit from increased brand clarity across all platforms. The value in creating a new system is a brand that is intentionally functional in all spaces.
Lindsey Gatlin
MoNA
Brand Essence
central idea
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In creating a new system for MoNA the main focus is usability across both digital and physical platforms and a distinctly unique identity. Currently, it can be easy for MoNA to blend in among the sea of other museums in the area who use similar visual strategies (bright colors and a bold typeface). Creating a system with more depth and meaning will allow for MoNA to level up.
Lindsey Gatlin
MoNA
Brand Essence
key messages
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It is key for MoNA to stand out as a museum that pairs art and science in engaging and dynamic ways. Importance will be heavily placed on the value of experiential learning and curiosity—two of the main current values.
Lindsey Gatlin
MoNA
Brand Essence
voice & tone
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Currently, all forms of writing are primarily directed towards those unfamiliar with the museum and/or neon art. This style of writing is consistent across all touchpoints. A more inviting and enthusiastic tone could be helpful in creating excitement and bringing visitors to the museum.
Lindsey Gatlin
MoNA
Brand Essence
brand spectrums
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Lindsey Gatlin
MoNA
Big Idea
big idea
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Yesterday illuminates today. Looking back at neon art practices to inform practices today. Being equipped through education to think in new ways.
Lindsey Gatlin
MoNA
Next Steps
defining success
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A successful visual system for MoNA would communicate clearly and effectively their mission and values. A drive towards education and forward thinking will need to be prominent. Changes will be made to cultivate curiosity. Success will be not only winning the Smithsonian bid, but also bringing in new visitors to experience the space.
Lindsey Gatlin
MoNA
Next Steps
parameters
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In creating a system it will be valuable to consider other colorway options due to the amount of competitors who use bold primary colors. Blue will not be used due to the way competitors such as The Getty and MOCA utilize blue in a strong way. Using a consistent sans serif typeface will be the most effective route. If red is used, it will need to be a brighter or more orange-toned red than the current value.
Lindsey Gatlin
MoNA
Next Steps
deliverables
The primary visual deliverables will consist of a logotype and brand mark. A logotype will be the most used branded element in both web and print contexts. Key branded elements will include, and not be limited to: neon signs, stickers, cups, and t-shirts. Incorporating what is currently sold and considering how to market through consumers.
Examples
Logotype
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Lindsey Gatlin
Brand Mark
MoNA
contact Lindsey Gatlin lindseygatlin.com lindseygatlin2@gmail.com (704)-816-9852
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Lindsey Gatlin
MoNA
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Lindsey Gatlin
MoNA