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This is the story of TOKY — a 30-person creative firm deeply
engaged in the arts — helping one museum find its voice,
show its colors, remake its look, extend its brand. From
crafting a complete brand overhaul to designing books and
an app, we’ve been a driving creative force behind its growth
in audience and reputation.
PROOF Creative Work from the Team at TOKYVolume 01: Contemporary Art Museum St. Louis
tM
A BrAnd-Boosting reBrAnd
Our work rebranding the Contemporary Art Museum St. Louis
began with the launch of a more memorable brand identity,
and progressed to new messaging and signage, completely
revamped print collateral, an overhaul of the website, and a
full-featured mobile app. With a more vibrant look and a clearer,
stronger voice, the museum’s future has never looked brighter.
A better brAnd nAme
TOKY rebranded the museum by the acronym CAM — it’s easier to say and remember, and more useful for attracting audiences.
A LiveLy PersonALity TOKY developed a completely new graphic language and brand personality for CAM, introduced complementary new fonts, and united print, advertising, web, and social media strategies. The new CAM uses color unapologetically, conveying the pop and electricity of contemporary art.
A more inviting entrAnce
Previously, the only outdoor signage encouraging visitors to stop at CAM was a nearly indifferent grey-on-grey logo treatment on the building’s facade. TOKY designed new outdoor signage that extends a welcome. The bright color scheme and graphics are carried through with new signage in the lobby.
CAM Gallery Guides CAM Newsletter CAM Great Rivers Biennial Call for Artists
dignified or JoyfuL
The new CAM identity feels right at home on elegant invitations for scholarly events, and on pint-size clothes for kids and babies.
A new Logo
The new rhomboid-shaped CAM logo is a nod to the museum’s constant movement and energy. The main galleries rotate exhibits every three months, and biweekly mini-shows cycle through the energetic Front Room. This is a place with a pulse. Our new logo for the full name is now a more readable, more usable stack of words, set left and right off of a common vertical axis.
AwArds won for cAm
Communication Arts Web Pick of the Week, 2011
Type Directors Club Annual, 2011
Print Magazine’s Regional Design Annual, 2011
16th Annual St. Louis Juried Design Show Honoree, 2011
Addy Awards, 2011, 2012
At hoMe Between covers
CAM has entrusted TOKY not only with crafting a brand new
identity, but also with designing substantial exhibition books,
beautiful volumes ready to stand on shelves for decades to
come. Since TOKY is packed with bookish staff — designers,
writers, editors, photographers — this is work we greatly enjoy.
Concerto for Modern, Movie, and Pop Musicfor Ten Instruments and Voice
A concert by Stephen Prina
40:36
misterios de mAyo
Our intricately-designed identity and
catalogue for Misterios de Mayo,
CAM’s month-long series of fundraisers,
helped the institution raise record
donations for its operations, exhibitions,
and programs.
The design was recognized in
Typography 32, the prestigious annual
from the Type Directors Club, in Print
Magazine’s Regional Design Annual, and
at AIGA St. Louis’ 16th Annual Juried
Design Show.
seAn LAnders
Sean Landers: 1990-1995, Improbable
History is a comprehensive monograph
— 400 pages, with 400 color images
— that includes nearly all of this artist’s
early and wide-ranging oeuvre. TOKY
oversaw the entire project, including
time in New York working alongside
Landers, fine-tuning every aspect of
the catalogue.
richArd ALdrich
TOKY designed Richard Aldrich and
the 19th Century French Painting, a
100-page companion catalogue for the
CAM exhibition of the same name. The
publication on this emerging Brooklyn artist
includes a series of essays, reproductions
of the art and the show’s installation.
Misterios de Mayo catalog From Richard Aldrich and the 19th Century French Painting From Sean Landers: 1990-1995, Improbable History CD and Brochure from Stephen Prina
stePhen PrinA
We’re a multimedia firm that loves
multimedia projects. Stephen Prina:
Concerto for Modern, Movie, and
Pop Music for Ten Instruments and
Voice is a 36-page hard-bound
book. It includes a CD of both visual
and audio documentation of Prina’s
exhibition and concerto, seen and
heard at CAM in 2010.
As part of this brand overhaul, TOKY
knew the CAM website didn’t just
need a new coat of paint. It needed
to be rebuilt from the ground up.
CAM staff told us they wanted a site
that could be easily updated and
managed — and by staff with the web
and computer skills of a computer
lay person.
TOKY delivered. We built the new
CAM site — camstl.org — on TOKY’s
own easy-to-use content management
system, Eero™, allowing the museum’s
staff to quickly update events and
content and to confidently manage the
museum’s extensive exhibition archive.
CAM also told us it was crucial that
staff be able to frequently connect
with arts audiences and to keep them
engaged day in and day out.
CAM site traffic experienced an
immediate lift when the new site
launched on 1/11/11. And ever since,
there has been a quantifiably stronger
connection to its members, visitors,
and community.
A full site relAunch
CAMSTL.ORG
the site went live on
1/11/11 hits Per Month
25,000authors who
regularly
update the site
with custom
permissions10at its
launch the
cam site
went from
20 pages to 163iMAges on the site todAy
2,552
CAM Calendar
CAM Upcoming Major Events
“CAM in 5 words” Tumblog
“The entire team at TOKY did a fantastic job rolling out our rebranding campaign.
Whether it was central communications piece like our website or something
that would appear to be more minor, like a new line of t-shirts, TOKY created a
comprehensive strategy and delivered ideas that brought attention to our young
institution and helped the public better understand us.”PAuL hA, cAM executive director, 2002 – 2011
the cAm smArt Phone APP
As much as CAM’s new website
helped set it apart from other
museums locally and nationally,
TOKY and the museum’s
leadership wanted to push the
project further. Our next digital
extension of the CAM brand:
a beautiful, intuitive app packed
with features.
With the November 2011 release
of the app, CAM took another
leap ahead of its local, regional,
and national peers, becoming
one of just a handful of museums
to offer a fully customized app.
TOKY’s cutting-edge use of
geolocation means that the app
serves up the ideal content for
users whether they’re inside the
galleries, across town or 100 miles
away extending the museum’s new
brand to the actual hands of its
growing audience.
Want to give it a spin? Search
“CAM St. Louis” in the iTunes store
or Google Play.
Meet the cAM sMArt Phone APP
As one of the first museums in the nation’s center to launch
a fully customized app — and joining just a handful of
leading museums nationally — CAM continues to be a leader
in the museum and art fields.
different
Versions of
the app, based
on the user’s
location3
Think TOKY might be right for your project? Contact us at 314.534.2000 or [email protected].
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