R E B R A N D I N G P R O J E C T Branding of Vulcan Park & Museum Educational Program Class on the Grass SYNOPSIS In the 2008-2009 school year, Vulcan Park & Museum’s education department created a special week of programming called The Learning Fair. The goal of The Learning Fair was to provide students from Jefferson and Shelby County schools an interdisciplinary, multifaceted learning environment that consisted of a ballet performance on the myth of Vulcan in Roman mythology, a docent-led tour through Vulcan Park & Museum’s history museum, and a hands-on activity in either the sciences or the arts. Together, The Learning Fair’s three main components tell why Vulcan was an important figure in the ancient world and what motivated people in modern times to adopt Vulcan as Birmingham’s symbol. Despite stimulating content, detailed programming and community collaborators, the outcomes of The Learning Fair proved unsuccessful. With low attendance numbers, lack of sufficient materials, logistical problems and low approval ratings from teacher evaluations, The Learning Fair’s future was bleak. Seeing the great potential of this program, the Director of Education asked me to perform a complete overhaul and successfully “sell” this program to schools. The content was there, but they needed it to be communicated effectively to educators and have them excited to attend. I consulted with our director, where we identified the “voice” of the program, its target market, and the expected outcomes. My objective was simple: to create a distinct brand for the program, unify all of its moving parts into a cohesive plan, and turn it into a successful educational event. STRATEGIES » Rename the event from The Learning Fair to Class on the Grass » Create a distinct brand image » Synthesize brand with Vulcan Park & Museum brand » Solve logistical errors » Unify the moving parts and incorporate those solutions into the brand OUTCOMES » Increase in attendance from 700 to 2000 students in one school year » Consistency between expectations and actual program content » Rise in approval ratings from teacher evaluations » Bigger staff buy-in and increased support for future programming and growth » Grant support due to clearer messaging through new brand image Supportive materials on the following two pages  

CLASS ON THE GRASS LOGO The logo unifies the main components of Class on the Grass programming and Vulcan himself with clean and colorful icons that define the program as a whole and serve as a practical and interactive tool after teachers and their school groups arrive.

CLASS ON THE GRASS ITINERARY AND WAY-FINDING CARD The Class on the Grass Itinerary and Way-finding Card is customized for each individual school group and provides teachers and chaperones with a detailed schedule of the day’s events. The card also cleverly incorporates the logo and teachers can use the icons on the itinerary and map to navigate their way through the park and museum.

CLASS ON THE GRASS ON SITE SIGNAGE On site signage for Class on the Grass illustrates the practicality of the logo when specific icons serve as markers throughout the park for teachers to identify their assigned locations on their individualized itinerary and way-finding cards. WELCOME BANNER

STATION MARKERS