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AFRICAN DIASPORA ART MUSEUM OF ATLANTA

CASE STUDY*

“I appreciated having those regularly scheduled calls so that
I could report back to my board about the progress we were making. There were lots of really great prompts for us
to think about what we wanted to say about ADAMA."

Stephanie Fleming, Interim Village Chief
African Diaspora Art Museum of Atlanta  ||  Atlanta, GA

Background

The African Diaspora Art Museum of Atlanta (ADAMA) is an innovative museum without walls founded by Dr. Fahamu Pecou. It showcases the contemporary art and culture of the African Diaspora. They amplify the diverse voices of our global family by creating immersive experiences, cultivating shared learning, and facilitating meaningful points of connection.

Challenge

  • Full audit of current brand activation across channels

  • Define ADAMA's audiences

  • Clarify ADAMA's messaging

  • Specific and thoughtful brand strategy that the internal team can execute

Project Scope

  • Brand Audit

  • Stakeholder Interviews

  • Brand Strategy

  • ADAMA Brand Archetypes

  • Audience Archetypes & Personas

  • Brand Position

  • Messaging & Storytelling Framework (Brand Voice, Core Values, Mission, Pillars, Branded Keywords, etc.)

  • Partnership Strategy/Suggestions

  • 90-Day Implementation Plan

BRAND ARCHETYPES

ADAMA ARCHETYPES
  • Creator
  • Networker
  • Explorer
  • Magician

AUDIENCES

ASPIRATIONAL ARCHETYPES
  • Generalist
  • Storyteller
  • Muse 
  • Visionary
  • Pioneer
 
  • Black Community in Atlanta
  • Regional, National, and Global Artists
  • Arts Organizations
  • Contributors (Board Members, Volunteers, Ambassadors)
  • City of Atlanta
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BRAND VOICE

GLOBAL

CURIOUS

IMAGINATIVE

CONVERSATIONAL

TAGLINE

Everywhere we go, there we are.

What is it like to work with Branding Chicks?
Check out our video case study with ADAMA!

* Note: Some of the brand strategy is proprietary, and is not shared here.

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