Background

Bloomberg Connects is a digital guide to arts and culture that brings the world’s leading museums and cultural spaces into one app. As the platform expanded—welcoming over 100 new institutions and a growing digital audience—the original brand began to feel too corporate and constrained. The identity needed more flexibility, vibrancy, and visual energy to reflect the creativity of the art world it represents.

Creative Overview

We evolved the brand to feel more dynamic and expressive—refining the design system for clarity, introducing a bolder color palette, a sharper logo, and a new library of imagery. Seven photoshoots across New York’s museums captured real visitors and authentic cultural moments, grounding the brand in genuine experience. The refreshed identity extends seamlessly across campaigns, signage, print, and digital—blending the voices of partner museums with Bloomberg Connects’ own to create a cohesive, flexible, and vibrant visual system.