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This is the story of TOKY — a 30-person creative firm deeply

engaged in the arts — helping one museum find its voice,

show its colors, remake its look, extend its brand. From

crafting a complete brand overhaul to designing books and

an app, we’ve been a driving creative force behind its growth

in audience and reputation.

PROOF Creative Work from the Team at TOKYVolume 01: Contemporary Art Museum St. Louis

tM

A BrAnd-Boosting reBrAnd

Our work rebranding the Contemporary Art Museum St. Louis

began with the launch of a more memorable brand identity,

and progressed to new messaging and signage, completely

revamped print collateral, an overhaul of the website, and a

full-featured mobile app. With a more vibrant look and a clearer,

stronger voice, the museum’s future has never looked brighter.

A better brAnd nAme

TOKY rebranded the museum by the acronym CAM — it’s easier to say and remember, and more useful for attracting audiences.

A LiveLy PersonALity TOKY developed a completely new graphic language and brand personality for CAM, introduced complementary new fonts, and united print, advertising, web, and social media strategies. The new CAM uses color unapologetically, conveying the pop and electricity of contemporary art.

A more inviting entrAnce

Previously, the only outdoor signage encouraging visitors to stop at CAM was a nearly indifferent grey-on-grey logo treatment on the building’s facade. TOKY designed new outdoor signage that extends a welcome. The bright color scheme and graphics are carried through with new signage in the lobby.

CAM Gallery Guides CAM Newsletter CAM Great Rivers Biennial Call for Artists

dignified or JoyfuL

The new CAM identity feels right at home on elegant invitations for scholarly events, and on pint-size clothes for kids and babies.

A new Logo

The new rhomboid-shaped CAM logo is a nod to the museum’s constant movement and energy. The main galleries rotate exhibits every three months, and biweekly mini-shows cycle through the energetic Front Room. This is a place with a pulse. Our new logo for the full name is now a more readable, more usable stack of words, set left and right off of a common vertical axis.

AwArds won for cAm

Communication Arts Web Pick of the Week, 2011

Type Directors Club Annual, 2011

Print Magazine’s Regional Design Annual, 2011

16th Annual St. Louis Juried Design Show Honoree, 2011

Addy Awards, 2011, 2012

At hoMe Between covers

CAM has entrusted TOKY not only with crafting a brand new

identity, but also with designing substantial exhibition books,

beautiful volumes ready to stand on shelves for decades to

come. Since TOKY is packed with bookish staff — designers,

writers, editors, photographers — this is work we greatly enjoy.

Concerto for Modern, Movie, and Pop Musicfor Ten Instruments and Voice

A concert by Stephen Prina

40:36

misterios de mAyo

Our intricately-designed identity and

catalogue for Misterios de Mayo,

CAM’s month-long series of fundraisers,

helped the institution raise record

donations for its operations, exhibitions,

and programs.

The design was recognized in

Typography 32, the prestigious annual

from the Type Directors Club, in Print

Magazine’s Regional Design Annual, and

at AIGA St. Louis’ 16th Annual Juried

Design Show.

seAn LAnders

Sean Landers: 1990-1995, Improbable

History is a comprehensive monograph

— 400 pages, with 400 color images

— that includes nearly all of this artist’s

early and wide-ranging oeuvre. TOKY

oversaw the entire project, including

time in New York working alongside

Landers, fine-tuning every aspect of

the catalogue.

richArd ALdrich

TOKY designed Richard Aldrich and

the 19th Century French Painting, a

100-page companion catalogue for the

CAM exhibition of the same name. The

publication on this emerging Brooklyn artist

includes a series of essays, reproductions

of the art and the show’s installation.

Misterios de Mayo catalog From Richard Aldrich and the 19th Century French Painting From Sean Landers: 1990-1995, Improbable History CD and Brochure from Stephen Prina

stePhen PrinA

We’re a multimedia firm that loves

multimedia projects. Stephen Prina:

Concerto for Modern, Movie, and

Pop Music for Ten Instruments and

Voice is a 36-page hard-bound

book. It includes a CD of both visual

and audio documentation of Prina’s

exhibition and concerto, seen and

heard at CAM in 2010.

As part of this brand overhaul, TOKY

knew the CAM website didn’t just

need a new coat of paint. It needed

to be rebuilt from the ground up.

CAM staff told us they wanted a site

that could be easily updated and

managed — and by staff with the web

and computer skills of a computer

lay person.

TOKY delivered. We built the new

CAM site — camstl.org — on TOKY’s

own easy-to-use content management

system, Eero™, allowing the museum’s

staff to quickly update events and

content and to confidently manage the

museum’s extensive exhibition archive.

CAM also told us it was crucial that

staff be able to frequently connect

with arts audiences and to keep them

engaged day in and day out.

CAM site traffic experienced an

immediate lift when the new site

launched on 1/11/11. And ever since,

there has been a quantifiably stronger

connection to its members, visitors,

and community.

A full site relAunch

CAMSTL.ORG

the site went live on

1/11/11 hits Per Month

25,000authors who

regularly

update the site

with custom

permissions10at its

launch the

cam site

went from

20 pages to 163iMAges on the site todAy

2,552

CAM Calendar

CAM Upcoming Major Events

“CAM in 5 words” Tumblog

“The entire team at TOKY did a fantastic job rolling out our rebranding campaign.

Whether it was central communications piece like our website or something

that would appear to be more minor, like a new line of t-shirts, TOKY created a

comprehensive strategy and delivered ideas that brought attention to our young

institution and helped the public better understand us.”PAuL hA, cAM executive director, 2002 – 2011

the cAm smArt Phone APP

As much as CAM’s new website

helped set it apart from other

museums locally and nationally,

TOKY and the museum’s

leadership wanted to push the

project further. Our next digital

extension of the CAM brand:

a beautiful, intuitive app packed

with features.

With the November 2011 release

of the app, CAM took another

leap ahead of its local, regional,

and national peers, becoming

one of just a handful of museums

to offer a fully customized app.

TOKY’s cutting-edge use of

geolocation means that the app

serves up the ideal content for

users whether they’re inside the

galleries, across town or 100 miles

away extending the museum’s new

brand to the actual hands of its

growing audience.

Want to give it a spin? Search

“CAM St. Louis” in the iTunes store

or Google Play.

Meet the cAM sMArt Phone APP

As one of the first museums in the nation’s center to launch

a fully customized app — and joining just a handful of

leading museums nationally — CAM continues to be a leader

in the museum and art fields.

different

Versions of

the app, based

on the user’s

location3

Think TOKY might be right for your project? Contact us at 314.534.2000 or info@toky.com.

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