If you’ve been in the Golden Triangle neighborhood of Denver in the past two years, you’ve probably caught a glimpse of the major construction project at the Denver Art Museum. Back in 2018, when the DAM marketing team was in the early stages of planning for the reopening, they recognized it was going to be a unique opportunity to re-introduce the museum to the community. The team approached Canopy seeking brand expertise to help them with a brand audit and development of an updated brand strategy.

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Canopy consultant Julie E. led a year-long project to support the DAM’s brand update. Primary research with over 1,000 Denver area residents helped articulate the mindset of the “culturally-inclined” audience. Not surprisingly, perceptions of the museum are very positive. But digging deeper into the differences between DAM visitors and non-visitors uncovered areas where museum was not always getting credit for its wide range of engaging programming and offerings. Among other applications, these insights were used by DAM’s internal creative team to develop a new logo for the museum, to better reflect what a dynamic and welcoming place the museum is and will continue to be.