With only 13 presidential libraries in the entire country, each honoring a specific office of the presidency and the American experience in his time, all eyes were on the renovation of the LBJ Presidential Library in Austin, Texas. The stakes were high in creating a successful brand and campaign worthy of the influential president. The challenge presented was beyond the scope of just library renovations, however; in a sense, we were tasked with re-branding the LBJ presidency itself. As the long shadow of the Vietnam War lingers, the LBJ library team wanted the new generation to recognize LBJ for his enormous domestic agenda and accomplishments.
Plan of attack
Our strategy was to honor the man and his presidency throughout the entire renovation process – rather than just highlight the new museum itself. From the construction to the opening, everything we did needed to be large and attention-grabbing. We created a new brand identity for the museum that pays homage to the man himself, placed print and digital ads that told the story of LBJ's achievements, and even reached out to local film legend Matthew McConaughey to film a :30 PSA about Lyndon Baines Johnson as a leader.
Media Planning and Buying
responsive Website Design
We continued to carry out the brand across the digital platform with an updated, clean and responsive web design.
These full-page ads were featured in Texas Monthly Magazine and highlighted not only the newly-renovated library, but also the change that Lyndon B. Johnson brought to the country.
The Out-of-Home advertising for the LBJ Library included Light pole banners along high-traffic streets in Austin and a large banner that hangs on the side of the building, encouraging people to rethink the way they see Lyndon Baines Johnson and his presidency. You can still catch a glimpse of these banners on the streets near the library.
We enlisted local legend Matthew McConaughey to film a :30 Public Service Announcement shot in a replica of President Johnson’s Oval Office. The PSA ran statewide beginning on Presidents' Day 2013 and was featured in Texas Monthly magazine.
The LBJ Foundation gala, held on December 1st at the LBJ Presidential Library, provided a preview of the newly-renovated permanent exhibit and was a nod to the elegance of a White House State Dinner in the 60s. More than 450 guests dressed in tuxedos and evening gowns arrived to walk the aqua carpet into the Library for cocktails, followed by a seated dinner on the Plaza.
Invitations to the gala earned Arsenal Advertising a gold ADDY in the "advertising for the arts and science" category.
We expanded the branding with the development of the paper system, which included letterhead, envelope, notepad, and business card design. We also designed pins to promote the re-branding for the grand opening party.