NEWFIELDS A PLACE FOR NATURE AND THE ARTS

NEWFIELDS A PLACE FOR NATURE AND THE ARTS

NEWFIELDS

  • The Indianapolis Museum of Art had a problem. The research told us that people thought of the museum as an old, stagnant and boring indoor space. If they didn’t change, they were headed for trouble. So, we reimagined the entire property as more than an art museum. We created Newfields: A Place for Nature and the Arts, and launched with the city’s largest holiday light show, which has now become tradition. (They’re not headed for trouble anymore.)

    The community embraced the change, and now folks in Indianapolis and worldwide see Newfields as not only a world class museum, but also a 100-acre greenspace, acres of art trails, a host of summer movie nights, and so much more.

    We emphasized dynamism in the identity, as well. Every element was built to adapt over time, like nature itself, with the ever-changing property. We provided their in-house design team with a detailed style guide, which served as a road map for utilizing this identity over time.

    This project won a multitude of Graphis awards and was highlighted by the New York Times. We also got a shoutout from Micheal Bierut, so cross that off my bucket list.

    Credit: Young & Laramore
    ECD: Carolyn Hadlock
    W: Charlie Hopper
    D: Rachel Regan

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NEWFIELDS WEBSITE

  • If we were to introduce the public to this new idea of an ever-changing property worthy of multiple trips a year, every touchpoint had to feel ever-changing. From the logo itself, to the website, where change & evolution - a focus on the programming - was prioritized. We even worked with a 3D artist who rendered an ever-changing interactive map of the property.