Bearing witness—in real time

What can history reveal to us about the present? The Smithsonian National Museum of African American History & Culture is a beacon for millions seeking understanding and community. And as history-making events unfold with each passing day, the demand for a shared understanding is unyielding. We built a narrative around the singular role the Museum plays in shaping perceptions and facilitating connection. The campaign brand—a bold positioning and stunning visual vocabulary—expresses the Museum’s role as a guardian and interpreter of our American history, introduces the new Director’s vision, celebrates campaign donors, and invites new donors to join.

Lipman Hearne created a striking and modern graphic identity, campaign idea, landing page, and customizable print leave-behinds to celebrate campaign impact and signal the impact of enduring investment. Shortly after the public launch of the campaign, the Museum had secured more than 67 percent of its fundraising goal, having raised $234 million of the $350 million goal. The campaign co-chairs and honorary co-chairs include iconic media and business leaders and two former presidents and first ladies.