"They were good leaders and listeners, always taking into consideration what we wanted. They developed insightful questions to guide our planning, which turned out great."

- Gerri Combs, Executive Director, Southern Arts Federation

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Featured Case Study: American Anthropological Association
Home » Services » Marketing and Branding » Featured Case Study: American Anthropological Association

The Challenge
The American Anthropological Association wanted to develop a traveling exhibit that would take an unprecedented look at race and racism in the United States to help bring together the everyday experience of living with race, its history as an idea, the role of science in that history, and the findings of contemporary science that are challenging its foundations. The project needed an image and feel as edgy as its touchy subject without being controversial.

The Solution

MCo helped to develop the logo, brand, and related messaging for the project and developed a graphics standards manual to ensure cohesive use of the brand and the messages. Beyond the graphic standards manual, AAA relied upon MCo for the development of all of the collateral and marketing materials used for broad public and investor interest.

The Result
The RACE exhibition that resulted from MCo’s work with the American Anthropological Association premiered at the Science Museum of Minnesota in May 2007 and is currently traveling throughout the nation through 2011.  A virtual exhibition tour is available online at:

Services Provided:

Design and branding

Materials creation