In 2012, when the LBJ PRESIDENTIAL LIBRARY invested $12 million in a major redesign of its permanent exhibit, we were hired to completely rebrand the Library, and promote the grand reopening locally, statewide and nationally. But in reality, our task was much bigger than rebranding the Library. We were tasked with rebranding the LBJ Presidency. Our work would be the first step in a multi–year effort to help a new generation of Americans recognize LBJ, not just for Vietnam, but for his enormous domestic agenda. Medicare, Medicaid, Head Start, funding for higher education, the Civil Rights Act of 1964, the Voting Rights Act of 1965, the Fair Housing Act of 1968, the list goes on. Any one of them would cement the legacy of a president. Combined, they are a monumental achievement.
Our deliverables included a new logo family; new website and online museum store; print, broadcast and digital advertising; signage and collateral materials; and a national publicity campaign. To publicize the grand opening of the new exhibit, we secured media coverage including The New York Times, USA Today, Southwest Spirit, Texas Monthly, Austin American–Statesman, Austin TV news, and even a category dedicated to the LBJ Library on the game show Jeopardy!.
In addition to publicity, we created an advertising campaign that told the story of President Johnson’s domestic achievements, particularly on civil rights. With the long shadow of the Vietnam War receding, we wanted to target a younger generation of Americans so they could learn about how Johnson’s domestic policies contribute to American life to this day. We placed print ads in travel and leisure media, and digital ads at the Austin airport in time for SXSW. We placed high–profile light pole banners along all of Congress Avenue. We also reached out to Matthew McConaughey and persuaded him to film a :30 PSA, shot in a replica of President Johnson’s Oval Office. The PSA ran statewide beginning on President’s Day 2013 and we garnered coverage in Texas Monthly for McConaughey’s involvement.
Most recently, we were hired by the LBJ Presidential Library to brand its "Sixty from the ‘60s" exhibit and the CIVIL RIGHTS SUMMIT, celebrating the 50th anniversary of the signing of the Civil Rights Act of 1964.