How cultural institutions can reach a wider audience by understanding their potential target group stage of their journey; creating a bold identity based on storytelling that resonates with them.
FILM ARCHIVE AUSTRIA X TOMORROW BRANDS
THE ROADMAP
1. Understanding your identity
Analyze the actual culture has your Institution has created, who is part of it, and what values are part of its core?
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2. Use empathy to understand your new audience
2. Use empathy to understand your new audience
Use empathy to understand how you can be valuable to them, what matters to them.What emotional and rational walls prevent them from connecting with your Institution? What events, programs, or projects would be helpful to them rationally? Understand what values of your identity resonate with the new audience.
Do we have the real potential to connect emotionally with them? What is the most emotionally profound thing we can promise them from their experience with us?
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3. Adjusting your core value strategy
3. Adjusting your core value strategy
Adjust your Mission—vision, and Values to resonate with your new audience and not be a wall to reach them. Be honest and realistic about—don't promise what you can't deliver, what is also part of the best version of your Institution.
Convert or solve walls and obstacles with solutions or innovations. Provide added value emotionally and rationally, meaning events, projects, solutions that other institutions similar to ours do not offer and are relevant to the audience. They must help them to solve their problems, walls, or obstacles.
Think about the continuous value we can offer them, not only in specific events, how can we make our experience a joint journey?
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4. Reflect your new values in your storytelling, and design to solve the emotional walls
4. Reflect your new values in your storytelling, and design to solve the emotional walls
Change your design based on our new values that resonate with them, including corporate design, interior design, branding in spaces, print, and editorial design, and website.
Define design plan according to your budget, prioritizing design changes in the most relevant touchpoints or the ones that reflect values that are opposite to the new ones (the new audience perceived as an emotional wall; for instance, having a non up to date website).
Define a storytelling strategy, inclusive naming, that resonates with the new audience and helps to provide continuous value with content such as videos and social media.
Execute innovations to solve the obstacles and walls they encounter, starting with the simplest, cheapest ones to implement.
THE JOURNEY
Yesterday
The Austrian Film Archive commissioned us to develop a new brand concept that could renew its visual identity and open the institution in order to connect with a wider public.
An institution at the core of Austrian culture, though they organize successful events for younger audiences under a different brand, failed to connect with new generations under its own brand filmarchiv austria.
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Solution
Solution
Most of the visual identities of Filmoteques are very distant and cold because of its long analytical texts, minimalist layouts, and just photography. It happens because those institutions focus on an expert public. When you are an expert in any field, you are in another awareness stage of the journey. A rational analysis has exceptional value for you. But the problem is that precisely that is a wall for a non-expert public, for a younger audience.
The key is to understand storytelling as a value funnel from more emotional to more rational. You can only connect with a broader audience if you are emotional. And Cinema is full of emotions. It is not just photography; cinema is about characters and how they face their story, what they say and what they do; it is about feelings, dialogue, and action.
There is an immense resource of quotes in each movie, quotes created by incredible screenwriters that can connect emotionally, take the attention, and summarize the feeling of one whole film in one sentence.
There are now many more possibilities to show movement on the Internet, computers and info screens or e- panels for advertisement. We decided to create cinema posters, e-posters, and animated gifs we could show on the website.
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Tomorrow
Tomorrow
Unfortunately the development of the identity was cancelled after the first steps.
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