Inviting the culturally curious in
Even museums can be misunderstood. The Breman is an Atlanta institution that houses the Southeast’s largest collection of Jewish archives, and is a place where people from all backgrounds can come together to engage in dialogue, get steeped in history and experience the arts. The only problem was that nobody knew about it.
It wasn’t that they weren’t delivering on great experiences, it was that most Atlantans, outside of the Jewish community, had never heard of this place. It became clear that “museum” was holding them back and they needed to reposition themselves as a cultural center offering much more than just world-class Holocaust education and exhibits—but world-class immersive experiences that welcome all culturally curious to spark their story-seeking.
Like any unique cultural center, we pushed them to embrace their true identity and not hold back with a show of southern-meets-Jewish hospitality and personality.
The elegant wordmark feels both storied and modern, living up to the Breman’s timeless yet innovative spirit and the dynamic B symbol pushes and pulls in interesting ways to provide a modern frame for captivating words and fresh-faced photography.
Their new identity captures the Breman’s heritage and builds on their past with a modern look and feel that speaks to people of all ages, cultures and backgrounds. They now feel at home amongst Atlanta’s most recognizable cultural centers—yet stand apart with an expression of great story-keepers who share experiences of life through a Jewish lens.
“We loved working with Matchstic and would collaborate with them again in a heartbeat. They were able to bring to life exactly how we want The Breman to be seen by the public, and the creative process couldn't have gone better. We can't wait to see where the new branding leads us.”
— Leslie Gordon, Executive Director, The Breman
Thanks to:
Leslie Gordon, Lizzie Lack, Ariana Gil, David Schendowich and the entire Breman team for trusting us and collaborating along the way.
Credits:
Designed by Brian Nelson, Cody Bass, Rachel Jackson
Animations by Max Prince
Verbal Identity by Danielle Wilson
Brand Strategy by Tracy Clark, Dee Boyle
Project Management by Lauren Hood