Rebranding the Royal Museum of Fine Arts Antwerp.

The Royal Museum of Fine Arts Antwerp (KMSKA) closed its doors in 2011 for a 90 million euro renovation with the ambition of becoming the crown jewel of Belgium's rich tapestry of art and culture. The importance of the rebranding is as crucial to the museum's objective as the renovation of its building. Salvo's success in winning the museum's international branding competition cemented our position as a pioneer in brand development and strategy. 
Salvo’s mission was to rebrand the museum’s identity and to create an interactive visitor experience that permeated the museum from the inside out. Quantitative studies and qualitative conversations with a group of remarkable individuals from the art and cultural sector were conducted. We used our insights in a series of workshops in which we, together with the curatorial team, studied every facet of the museum. The positioning trajectory started with defining a goal framework, which Salvo formulated together with the KMSKA stakeholders. Salvo laid the foundation for the museum's new brand identity and delivered an analysis of how the KMSKA’s visiting experience can be innovated. The result of the branding trajectory is a strong identity for a museum which is both old and modern. 
The Salvo Team would like to express its gratitude to the following people for their contributions to this project:
Anja Stas - Marketing Director at The Antwerp Zoo
Ann De Bie - journalist
Chantal Patyn - Head of Content at Klara
Faroek Özgünes - TV host (VTM)
Helmut Lotti - musician
Luc Tuymans - artist
Marina Lauwerys - Representative Flemish Department of Culture, Youth, and Media
Michiel Beers - co-founder Tomorrowland
Mourad Bekour - founder of Nuff Said

Peter Marnef - teacher
Piet Bevernage - Secretary General & Board Member at Ackermans & Van Haaren
Rachid Atia - Minderhedenforum
Stijn Vandevoorde - radio host (StuBru) 
Sven Mastbooms - trendwatcher
Thierry Geerts - CEO Google Belgium
Thomas Vanderveken - radio host and musician
Tom Barman - musician
Tom Lanoye - writer
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