Linchpin Strategy
  • Home
  • Industries
  • Expertise
  • Approach
  • Impact
    • Analytics & Strategy
    • Innovation & Growth
    • Branding & Design
    • Marketing & Sales
    • Change Management
    • Innovation & Growth
  • About
    • People
    • Giving
  • Contact

Branding & Design

A renewed brand: now on display

Rochester Museum & Science Center

Linchpin knows a thing or two about kids, and what they expect from today’s museums is as much interaction as it is education. With their new brand, we helped one of Rochester’s most storied institutions position itself as a unique, progressive destination.

Challenge

The Rochester Museum & Science Center needed to create a relevant and compelling brand that would represent a diverse portfolio of attractions and appeal to a board range of stakeholders. The brand needed to reflect the new organizational vision and strategic plan to reposition the institute as a progressive and unique destination with hands-on, interactive exhibits and significant artifacts related to natural science and cultural history. In addition, a new brand could attract new membership, influential board members, and elevate the organization’s image within the community. “This isn’t your grandparents museum.”

Thinking

Started by understanding the strategic goals and objectives for the organization and their impact on the brand. After the 5-year strategic business plan was finalized, comprehensive stakeholder research was conducted to understand market needs, industry trends, organizational capabilities, and opportunities. Developed a new positioning, brand values, brandmark, icon, tagline, architecture, and marketing messages for various groups. Worked with an implementation team from the organization to develop comprehensive brand launch plans with various media tactics, deployment schedule, and criteria for evaluating success.

Solution

The organization was successfully re-branded and re-positioned, connecting with individuals and families searching for a memorable, hands-on educational experience. This program included redesigning and enhancing all of customer touchpoints – signage, website, print materials, advertising, e-mail templates, etc. Business, brand strategy and identity were finally in alignment with actionable plans to elevate stakeholder perceptions, increase revenue and credibility within the regional market.

Impact

  • Designed a new brand identity that was authentic and well received by stakeholders.
  • Created brand architecture for all facilities and attractions within the organization.
  • Established brand standards and guidelines to ensure design continuity and quality across all media.
  • Leverage new brand identity and positioning for series of collaborative promotional television spots.
  • Energized staff and volunteers with new organizational vision and inspired design for brand identity.

Testimonials

  • I was impressed with the quality of talent that David brought to the table. Exceeded my expectations. read more →
    President, Health Care Services Organization
  • David is able to cultivate and maintain relationships with customers and colleagues in a manner that is genuine and provides value to the organizations in which he serves. read more →
    President, Technology Consultancy
  • David has a strong ability to communicate and utilize the strengths of team members to their fullest potential to achieve goals. His positive, can-do attitude is contagious. read more →
    VP, Educational Nonprofit
  • David is creative and confident and creates an atmosphere that invokes the same from those that he works with. He is honest, trustworthy and intelligent. read more →
    CIO, Health Care Services Organization
  • I respect David on many levels for his marketing and branding insight, keen business knowledge, strong work ethic, and unshakable ethics. I consider him a valuable business partner and confidant. read more →
    President, Financial Services Company
  • David is driven to provide quality results and willing to go the extra mile to provide them. His ability to bring consensus is tenacious and successful. read more →
    CFO, Health Care Services Organization
  • David is a highly skilled creative thinker with a brilliant mind for brand, marketing and public relations strategy. read more →
    President, Business Services Company
  • David is able to see the big picture while developing a framework for the small tasks needed to accomplish the bigger vision. read more →
    President, Business Services Company
  • David is a true professional that has the unique ability to think strategically while also being able to deliver. read more →
    CIO, Health Care Services Organization

Case Studies

  • Innovation & Growth
  • Analytics & Strategy
  • Branding & Design
  • Marketing & Sales
  • Change Management
  • Read more…

About Linchpin

Meet our team and learn more about Linchpin here.

Or download the company fact sheet (PDF).

back up
© Copyright 2025 Linchpin Strategy