Everson Museum of Art: Reinventing Audience Engagement Through a
Digital-First Museum Identity
Digital-First Museum Identity
A comprehensive rebranding and digital experience redesign for the Everson Museum of Art, developed at In‑House International. I've led graphic and conceptual design for brand system and digital experience, with a focus on visual identity cohesion, UI design principles, and scalable component systems. To see the full rebrand and learn more about the project, visit: www.weareinhouse.com
Services: Visual Identity, Print, Digital, Strategy
The Problem
The Everson Museum of Art, a venerable cultural institution and “Museum of Firsts” with a collection of over 11,000 works and a landmark building designed by I. M. Pei, was operating with a brand and digital presence that didn’t reflect its evolving identity or the richness of its offerings. Digital channels (key touchpoints for today’s audiences) felt unstructured and inconsistent, limiting discoverability and engagement with exhibitions, programs, and community resources.
The Everson Museum of Art, a venerable cultural institution and “Museum of Firsts” with a collection of over 11,000 works and a landmark building designed by I. M. Pei, was operating with a brand and digital presence that didn’t reflect its evolving identity or the richness of its offerings. Digital channels (key touchpoints for today’s audiences) felt unstructured and inconsistent, limiting discoverability and engagement with exhibitions, programs, and community resources.
The Challenge
Our brief was more than a visual refresh. Everson needed a digital-first strategy that could unify its visual identity across physical and digital touchpoints, simplify navigation, and make the museum feel more accessible and inviting for both local and global audiences. The primary design challenges were:
- Translating the museum’s legacy and architectural presence into a modern brand system
- Designing a scalable UI that supports a broad range of content (exhibitions, membership, programs, digital engagement)
- Improving information architecture for better user flow on website and digital screens
- Increasing emotional connection and sense of community through visual language
Our brief was more than a visual refresh. Everson needed a digital-first strategy that could unify its visual identity across physical and digital touchpoints, simplify navigation, and make the museum feel more accessible and inviting for both local and global audiences. The primary design challenges were:
- Translating the museum’s legacy and architectural presence into a modern brand system
- Designing a scalable UI that supports a broad range of content (exhibitions, membership, programs, digital engagement)
- Improving information architecture for better user flow on website and digital screens
- Increasing emotional connection and sense of community through visual language
The Solution
We approached the project with a strategic, human-centered framework that treated digital product design as central to the brand experience:
We approached the project with a strategic, human-centered framework that treated digital product design as central to the brand experience:
1. Brand System with Flexibility and Personality
We crafted a visual identity rooted in the museum’s heritage, leveraging geometry and a vibrant color palette that pops across exhibit signage, wayfinding, environmental graphics, and merchandise, while still honoring the iconic architectural context of the building and its historical significance.
We crafted a visual identity rooted in the museum’s heritage, leveraging geometry and a vibrant color palette that pops across exhibit signage, wayfinding, environmental graphics, and merchandise, while still honoring the iconic architectural context of the building and its historical significance.
2. UI & Digital Product Design
The website and digital touchpoints were redesigned with a clear information hierarchy, ease of navigation, and a flexible component system. This enabled:
- Visitors to discover exhibitions and programs more intuitively
- Education resources and museum materials to be surfaced earlier in user journeys
- A coherent visual and interaction experience across devices
The website and digital touchpoints were redesigned with a clear information hierarchy, ease of navigation, and a flexible component system. This enabled:
- Visitors to discover exhibitions and programs more intuitively
- Education resources and museum materials to be surfaced earlier in user journeys
- A coherent visual and interaction experience across devices
3. Information Architecture & Engagement
We simplified content structures to reduce friction: key actions like planning a visit, browsing the collection, and discovering community programs became more visible and easier to access. The design system was built to support future scalability, supporting exhibitions, virtual interaction integrations, and e-commerce expansions.
We simplified content structures to reduce friction: key actions like planning a visit, browsing the collection, and discovering community programs became more visible and easier to access. The design system was built to support future scalability, supporting exhibitions, virtual interaction integrations, and e-commerce expansions.
Result
The rebrand and digital experience redesign created a more inviting and expressive museum identity, one that better conveys the Everson’s values and encourages exploration. While formal attendance metrics vary over time, qualitative feedback from community members and internal stakeholders highlights:
- A more approachable and cohesive digital experience
- Greater clarity and ease of use across content and interfaces
- A visual identity that feels alive, adaptable, and expressive of the museum’s dynamic mission
The rebrand and digital experience redesign created a more inviting and expressive museum identity, one that better conveys the Everson’s values and encourages exploration. While formal attendance metrics vary over time, qualitative feedback from community members and internal stakeholders highlights:
- A more approachable and cohesive digital experience
- Greater clarity and ease of use across content and interfaces
- A visual identity that feels alive, adaptable, and expressive of the museum’s dynamic mission
Importantly, the project positioned Everson to meet audiences where they are today, supporting growth in engagement, discoverability, and long-term relevance in a changing cultural landscape.
