This accession consists of records that document the Smithsonian's work in revitalizing its brand and image through identifying it as the singular source for the convergence of research and discovery in science, art, history, culture, and education. The firm Wolff Olins was selected to develop a comprehensive institutional brand positioning strategy and to produce an implementation plan for the Smithsonian's launch of its new branding to its internal and external stakeholders and broader constituencies. Wolff Olins created the Smithsonian's first-ever national branding and awareness campaign around the tagline: "Seriously Amazing." The goal was to help people understand that the Smithsonian is a place of scientific discovery, cultural exploration and collaborative learning. "Seriously Amazing" was mean to evoke the Smithsonian's important scholarship and the "wow moments" it delivers every day. These materials were maintained by Pherabe Kolb, Senior Program Officer, Office of the Undersecretary for Finance and Administration, who worked under the auspices of the Office of Public Affairs as Associate Director of Strategic Communications on the Smithsonian's branding campaign. Materials include correspondence, memoranda, requests for proposals, proposals, contracts, surveys, questionnaires, workshop records, and advertising records.
Smithsonian Institution Archives, Accession 15-125, Smithsonian Institution. Office of Public Affairs, Brand Records
Restricted for 15 years, until Jan-01-2028; Transferring office; 01/30/2015 memorandum, Toda to Kolb; Contact reference staff for details.
Smithsonian Institution Archives
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