The Harn: Expanding
What we did
- Campaign Brand System
- Campaign Case for Support
- Campaign Messaging
- Campaign Naming
- Campaign Visual Identity
Campaign Size
$50,000,000
Expanding Vision
The Harn Museum of Art at the University of Florida had big plans for the future, reaching beyond a new wing or additional gallery space. Their strategic vision called for deeper engagement with the community, expanded educational opportunities on campus, and a broader impact through the transformative power of art. It was a moment of momentum; they needed to bring people into that energy.
To spark belief and attract investment, the Harn launched a fundraising campaign that would do more than raise dollars. It would capture hearts and imaginations. The campaign needed to reflect the museum’s values, ambitions, and enduring role as both a cultural resource and a university-affiliated institution.
Expanding Foundations
The fundraising campaign launched under a clear and compelling name: The Harn: Expanding. At first glance, it referenced a new wing. But the campaign was never just about physical space. The word “Expanding” carried layered meaning, intentionally supported by the power of “AND.”
Expanding Foundations AND Collections AND Experiences AND Minds — each reflected a pillar of the Harn’s strategic plan. This wasn’t about growth for growth’s sake. It was about deepening the museum’s role in the lives of its visitors, students, and community. It was about widening access, enriching engagement, and inspiring curiosity through art.
The campaign’s identity embodied that momentum. Its voice was bold, its visuals inviting. Every element invited people to take part in something lasting — something more than a campaign. It was a call to build a future where art opens minds and strengthens communities.
Expanding Identity
As the campaign gained traction, its clarity and energy naturally laid the groundwork for something broader. From the outset, campaign materials were developed with an understanding that they could inform a future-facing institutional identity. The museum saw an opportunity: use the momentum of The Harn: Expanding to reimagine how the Harn presented itself to the world.
That vision became a full brand refresh — an evolution that allowed the Harn to elevate its voice and refine its presence. The work honored the museum’s academic roots while embracing a more accessible and inclusive future. And it did so while remaining in harmony with the University of Florida’s brand guidelines, allowing the museum to stand confidently within the institution while speaking in its own distinctive tone.
Expanding Impact
Aligning the campaign and brand gave the Harn more than just visual consistency — it gave the museum a renewed sense of direction and momentum. The refreshed brand created cohesion across communications and clarity across audiences.
Most importantly, the work helped the Harn deliver on its core promise: to create meaningful, lasting connections between people and art. The Harn: Expanding wasn’t only a campaign. It became a way of thinking, a way of speaking, and a way of inviting the world into what the museum has always believed — art changes lives.
