about me

Diane Epstein doesn't create brand campaigns;
she develops transformational solutions for traditional marketing challenges.

She introduced Americans to "The World's Local Bank"
Encouraged people to leave land behind for "The Nation of Why Not"
Convinced netizens that they needed a Decision Engine, not just a search engine.
Alerted parents to the perils of the sexual solicitation of kids online.
Convinced families that visiting a museum was as much fun as a trip to Disneyland.
Helps digital immigrants (parents) raise responsible digital citizens (kids).

The American Museum of Natural History

How could an aging institution compete with the sensory eye candy of Disney, Imax, video games and all the other entertainment options clamoring for a family's attention?



With declining visitorship and a waning member base, the museum had to provoke a reconsideration. The goal was to infuse excitement and stimulation into what had become a very institutional brand, while at the same time protecting its scientific legacy.
Scientifically committed to blowing your mind.

Using this as the new rallying cry for visitors and staff alike we re-examined every aspect of the museum experience starting with the museum's logo through to tickets, badges, retail merchandise, communications and advertising.

The response was ecstatic. Curators and designers were inspired by the museum's new identity, liberated to use the logo in a myriad of different colors and formats. For the academic staff, the "blowing of minds" became a natural part of their scientific rigor. And for consumers, AMNH shopping bags were paraded as a proud badge around the streets of New York.
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