Nestled in William F. Cody’s namesake town of Cody, Wyoming, the Buffalo Bill Center of the West is a Smithsonian-affiliated, five-museum tribute to the American West. From Plains Indian artifacts to natural history to Western art, the Center displays an impressive array of stories and perspectives on our past and present.

When the Center approached Siegel+Gale to help them unify their museums under one identity system and draw more visitors, we happily obliged. Over the course of about a year, I worked to elevate their identity to a level consistent with their Smithsonian Affiliation by creating a new brand platform, name, logo, wayfinding icons and other proprietary graphics. We then implemented this identity system throughout the museums, research library and in an ad campaign that ran in neighboring states. On seeing the final identity, the 80-member board gave it a standing ovation.

Project tasks

Strategy
Naming
Identity
Iconography
Print and screen applications
Digital and signage applications
Guidelines
Implementation
Communicator training
Consulting