Intrepid Sea Air & Space Museum

A once family-owned and run museum on the west-side of Manhattan, NYC wanted to redefine its musty, militarist image and reclaim its relevance in a post 9/11, anti-war era. Buried at the heart of the Intrepid’s brand is the notion of ‘fundamental human values’ which are the cornerstone of military service. Many of these values are currently highlighted in the military’s tangential educational efforts: integrity, respect, tolerance, caring, responsibility, and citizenship. By bringing

these human values to the forefront of the brand and de-emphasizing the military aspects, the Intrepid becomes highly appealing to their core target and a relevant brand for the times in which we live.



Marketing, Branding, Print, Consumer Insights, Creative Direction, Typography, Editorial, Brand Strategy