Giving a Flemish archive institute a clearer public voice.
Strategic branding for meemoo, focused on brand architecture, positioning, audience segmentation, and a communication framework that could connect archival expertise with broader public accessibility.
- Clientmeemoo
- SectorCulture / Archives / Public-interest
- ScopeBrand architecture, Positioning, Messaging, Tone of voice, Audience segmentation
- Year2024
meemoo needed a clearer strategic identity at a moment of transition. The challenge was to define a brand structure and communication approach that could support both institutional credibility and broader public accessibility, while serving multiple audiences with different levels of familiarity and engagement.
We worked with meemoo to create a more coherent brand framework around the new name and direction. That included defining brand architecture, clarifying positioning and differentiation, segmenting key audiences, and shaping a messaging and tone-of-voice framework that felt consistent, approachable, and credible across channels.
- 01brand architecture.
- 02positioning framework.
- 03audience segmentation.
- 04messaging framework.
- 05tone of voice guidance.
- 06strategic branding support.
“The result was a clearer strategic foundation for meemoo's new identity: a more structured brand architecture, stronger positioning, and a communication framework better suited to engaging diverse audiences around preservation, access, and knowledge sharing.”
