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