Institute of Contemporary Art, Los Angeles (ICA LA)
Launching a Museum’s New Identity and Location
How our strategic guidance helped SMMoA announce its transformation to ICA LA, while preserving its rich history.
What They Needed
Culturally and civically important thirty-two-year-old Los Angeles institution, Santa Monica Museum of Art (SMMoA), needed help announcing its change of identity to Institute of Contemporary Art, Los Angeles (ICA LA) to reflect the organization’s revitalized mission and new home in the heart of downtown Los Angeles’ vibrant Arts District. The museum needed our help changing to its new identity while preserving its rich history, seamlessly migrating its online identity, and deep engagement with the Los Angeles community. Simultaneously, ICA LA launched a capital campaign, new logo by Mark Bradford, and a leadership appointment.
What We Did
Our answer was to develop and execute a powerful communications strategy, comprised of media relations and social media efforts, to carefully position the transformation.
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Having worked with FITZ & CO as the Santa Monica Museum of Art, we re-engaged their team to oversee the roll out of our transformation into the ICA LA. The FITZ & CO team were partners in several key media announcements, including our name change, our new graphic identity designed by artist Mark Bradford, and the announcement of our first-ever dedicated curator, Jamillah James. The agency also oversaw the positioning and voice of our social media channels, which were critical during this period of transition. FITZ & CO’s strategic thinking and execution were invaluable at a time of great change for our institution.
Elsa Longhauser
Executive Director
ICA LA
Media Highlights
Hammer Museum's Jamillah James named curator of new ICA LA — formerly Santa Monica Museum of Art
Santa Monica Museum of Art announces change of name and venue for 2017
Number of Art Museums in L.A. Keeps Growing
Launching a Museum’s New Identity and Location
How our strategic guidance helped SMMoA announce its transformation to ICA LA, while preserving its rich history.
What They Needed
Culturally and civically important thirty-two-year-old Los Angeles institution, Santa Monica Museum of Art (SMMoA), needed help announcing its change of identity to Institute of Contemporary Art, Los Angeles (ICA LA) to reflect the organization’s revitalized mission and new home in the heart of downtown Los Angeles’ vibrant Arts District. The museum needed our help changing to its new identity while preserving its rich history, seamlessly migrating its online identity, and deep engagement with the Los Angeles community. Simultaneously, ICA LA launched a capital campaign, new logo by Mark Bradford, and a leadership appointment.
What We Did
Our answer was to develop and execute a powerful communications strategy, comprised of media relations and social media efforts, to carefully position the transformation.
-
Having worked with FITZ & CO as the Santa Monica Museum of Art, we re-engaged their team to oversee the roll out of our transformation into the ICA LA. The FITZ & CO team were partners in several key media announcements, including our name change, our new graphic identity designed by artist Mark Bradford, and the announcement of our first-ever dedicated curator, Jamillah James. The agency also oversaw the positioning and voice of our social media channels, which were critical during this period of transition. FITZ & CO’s strategic thinking and execution were invaluable at a time of great change for our institution.
Elsa Longhauser
Executive Director
ICA LA
Media Highlights
Hammer Museum's Jamillah James named curator of new ICA LA — formerly Santa Monica Museum of Art
Santa Monica Museum of Art announces change of name and venue for 2017
Number of Art Museums in L.A. Keeps Growing
FITZ & CO is the trusted partner to museums, galleries, cultural organizations, artists, and brands worldwide who seek impactful and tangible guidance in the art world.