Good design is intelligent and an investment in the future. It develops a strong base for further growth, change, and opportunity. With a contemporary art museum, branding is more than a look; it facilitates the overall perception and personal connection between the museum and the community.

A mailer will be developed as a useful example of how CAM’s branding can be implemented in print form. This mailer will introduce CAM, create excitement within the community, and provide an opportunity to ask for donations. The advantage of having this print piece is that it communicates CAM to be a lasting organization through a consistent treatment of color, type, imagery, and voice. This establishes an overall cohesive tone and begins to define CAM’s identity. The first print introduction between CAM and the community will form a foundation of excited confidence, that which already exists in CAM.

A viewbook will be created to become a glimpse into the people involved with CAM and the College of Design. The individuals from the two organizations have various educational, research, and making experiences that address art and design through education and community. The viewbook is a promotional piece for educators, potential donors, and any member of the community who is interested in CAM. It is another opportunity to present the ideas of CAM visually. Like the mailer, it needs to have a consistent treatment of type and image that will reinforce the visual language and feel that will be introduced in the mailer.