PROOF Creative Work from the Team at TOKY TM
Volume 01: Contemporary Art Museum St. Louis
This is the story of TOKY — a 30-person creative firm deeply engaged in the arts — helping one museum find its voice, show its colors, remake its look, extend its brand. From crafting a complete brand overhaul to designing books and an app, we’ve been a driving creative force behind its growth
Photo credit: XXX
in audience and reputation.
A be t ter br a nd n a me
TOKY rebranded the museum by the acronym CAM — it’s easier to say and remember, and more useful for attracting audiences. A Liv ely Pers o n alit y
TOKY developed a completely new graphic language and brand personality for CAM, introduced complementary new fonts, and united print, advertising, web, and social media strategies. The new CAM uses color unapologetically, conveying the pop and electricity of contemporary art. A m o re in vitin g en t r a n ce
Previously, the only outdoor signage encouraging visitors to stop at CAM was a nearly indifferent grey-on-grey logo treatment on the building’s facade. TOKY designed new outdoor signage that extends a welcome. The bright color scheme and graphics are carried through with new signage in the lobby.
A Br and - Bo osting Rebr and
Our work rebranding the Contemporary Art Museum St. Louis began with the launch of a more memorable brand identity, and progressed to new messaging and signage, completely revamped print collateral, an overhaul of the website, and a full-featured mobile app. With a more vibrant look and a clearer, stronger voice, the museum’s future has never looked brighter.
CAM Gallery Guides
CAM Newsletter
CAM Great Rivers Biennial Call for Artists
D ig nified o r J oy f ul
AWA RDS WON FOR C A M
The new CAM identity feels right at home on elegant invitations for scholarly events, and on pint-size clothes for kids and babies.
Communication Arts Web Pick of the Week, 2011
A Ne w Lo g o
The new rhomboid-shaped CAM logo is a nod to the museum’s constant movement and energy. The main galleries rotate exhibits every three months, and biweekly mini-shows cycle through the energetic Front Room. This is a place with a pulse. Our new logo for the full name is now a more readable, more usable stack of words, set left and right off of a common vertical axis.
Type Directors Club Annual, 2011
Print Magazine’s Regional Design Annual, 2011
16th Annual St. Louis Juried Design Show Honoree, 2011
Addy Awards, 2011, 2012
At Home be t ween c overs
CAM has entrusted TOKY not only with crafting a brand new Se a n L a nd ers
identity, but also with designing substantial exhibition books,
Sean Landers: 1990-1995, Improbable History is a comprehensive monograph — 400 pages, with 400 color images
beautiful volumes ready to stand on shelves for decades to
— that includes nearly all of this artist’s early and wide-ranging oeuvre. TOKY oversaw the entire project, including
come. Since TOKY is packed with bookish staff — designers,
time in New York working alongside Landers, fine-tuning every aspect of the catalogue.
writers, editors, photographers — this is work we greatly enjoy.
S t ephen P rin a
We’re a multimedia firm that loves Mis t eri o s D e Mayo
multimedia projects. Stephen Prina:
Our intricately-designed identity and
Concerto for Modern, Movie, and
catalogue for Misterios de Mayo,
Pop Music for Ten Instruments and
CAM’s month-long series of fundraisers,
Voice is a 36-page hard-bound
helped the institution raise record
book. It includes a CD of both visual
donations for its operations, exhibitions,
and audio documentation of Prina’s
and programs.
exhibition and concerto, seen and heard at CAM in 2010.
The design was recognized in Typography 32, the prestigious annual from the Type Directors Club, in Print Magazine’s Regional Design Annual, and at AIGA St. Louis’ 16th Annual Juried Design Show.
Ri ch a rd A ld ri ch
TOKY designed Richard Aldrich and the 19th Century French Painting, a 100-page companion catalogue for the CAM exhibition of the same name. The publication on this emerging Brooklyn artist includes a series of essays, reproductions of the art and the show’s installation.
Concerto for Modern, Movie, and Pop Music for Ten Instruments and Voice A concert by Stephen Prina 40:36
Misterios de Mayo catalog
From Richard Aldrich and the 19th Century French Painting
From Sean Landers: 1990-1995, Improbable History
CD and Brochure from Stephen Prina
A full site rel aunch
camstl.org As part of this brand overhaul, TOKY knew the CAM website didn’t just need a new coat of paint. It needed to be rebuilt from the ground up. CAM staff told us they wanted a site that could be easily updated and managed — and by staff with the web and computer skills of a computer
CAM Calendar
lay person. TOKY delivered. We built the new CAM site — camstl.org — on TOKY’s own easy-to-use content management system, Eero™ , allowing the museum’s staff to quickly update events and content and to confidently manage the museum’s extensive exhibition archive. CAM also told us it was crucial that staff be able to frequently connect with arts audiences and to keep them
CAM Upcoming Major Events
engaged day in and day out. CAM site traffic experienced an immediate lift when the new site launched on 1/11/11. And ever since, there has been a quantifiably stronger connection to its members, visitors, and community.
“CAM in 5 words” Tumblog
The site went live on
1/11/11
At its launch the CAM site went from 20 pages to
163
25,000 hits per month
10
authors who regularly update the site with custom permissions
images on the site today
2,552
“The entire team at TOKY did a fantastic job rolling out our rebranding campaign. Whether it was central communications piece like our website or something that would appear to be more minor, like a new line of t-shirts, TOKY created a comprehensive strategy and delivered ideas that brought attention to our young institution and helped the public better understand us.” Paul Ha, CAM Executive Director, 2002 – 2011
mee t the cam smart phone app
As one of the first museums in the nation’s center to launch a fully customized app — and joining just a handful of leading museums nationally — CAM continues to be a leader in the museum and art fields.
3
different Versions of the app, based on the user’s location
t he Ca m sm a rt ph o ne app
As much as CAM’s new website helped set it apart from other museums locally and nationally, TOKY and the museum’s leadership wanted to push the project further. Our next digital extension of the CAM brand: a beautiful, intuitive app packed with features. With the November 2011 release of the app, CAM took another leap ahead of its local, regional, and national peers, becoming one of just a handful of museums to offer a fully customized app. TOKY’s cutting-edge use of geolocation means that the app serves up the ideal content for users whether they’re inside the galleries, across town or 100 miles away extending the museum’s new brand to the actual hands of its growing audience. Want to give it a spin? Search “CAM St. Louis” in the iTunes store or Google Play.
Think TOKY might be right for your project? Contact us at 314.534.2000 or info@toky.com.
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