A colourful pallet
Biographical museums is a cooperation between five small Flemish museums (Lier, Schilde, Hoogstraten, Beerse and Mol) which each manage the work of one single artist. Homeliness and friendliness are their assets. The five artists feel a real connection with the region they are working in. This also shows in their paintings.
In autumn 2002, the Flemish Ministry of Culture grants the Municipal Museum of Hoogstraten a subsidy and at the same time asks the museum to initiate a cooperation between museums that manage the collection of one single artist. Five museums agree to enter the project. The cooperation allows them to combine forces. They can develop collective communication material, organize exhibitions and make the most of larger scale advantages.
Strategy and approach
Instead of just designing some communication material, Lemento suggests to create one common brand. The brand Biographical Museums is created, along with the slogan “A colourful pallet”. Logo, brand architecture and corporate identity reflect a strong profile that at the same time allows diversity.