National Blues Museum

Brand Development and Fundraising Material

November 15, 2012

The National Blues Museum is poised to be a world-class cultural attraction located in downtown St. Louis, MO. Focused on education, entertainment and community involvement, the museum will use Blues music to enhance learning, creative thinking, and self-expression, to inspire students and visitors with the story of the Blues, and as an educational bridge to all forms of American music, history, social studies, geography, science and math. With 23,000 square feet of programming space, a 100-seat theater as well as technology and artifact-driven exhibits, the National Blues Museum will explore the Blues and celebrate the genre as the root of all modern American music.

The museum will become an epicenter of discovery and enrichment for those seeking to learn more about the people, places and happenings that surrounded the birth of the Blues and modern American music as we know it today.

Branding, collateral materials and web presence were realized early on to be an integral part of capital fundraising efforts for such an ambitious project.  Project 13 set out to create brand which was visually rooted in the blues history but also flexible enough to work seamlessly with elements of the project that will be technology and experience-focused. A website focused on fund raising was developed which enabled the public to donate online. Texture, color, typographic and photographic elements were carefully chosen and crafted to build an authentic visual language that could translate across every medium. Identity materials, investor and fundraising presentations, event kiosks and location signage all helped lay a solid foundation and garner the support of investors, record labels, performers, music industry leaders and producers including noted organizations such as The Blues Foundation, Mississippi Blues Trail, Saint Louis Blues Society, Washington Blues Society, Kansas City Blues Society, Delta State University’s Delta Center for Culture and Learning, and Washington University’s College of Arts & Sciences. Very early on, the National Blues Museum also gained the attention of the Executive Director of the GRAMMY Museum, Robert Santelli who is now on board as a volunteer consultant.

The National Blues Museum will be the centerpiece of the largest redevelopment project in downtown St. Louis over the past 40 years and Project 13 is proud to have been a part of what will truly become an American treasure.