Brand Tone

Community-Centric & Educational, approachable, knowledgeable, passionate, clean, direct, informative, inspiring, friendly authority, celebrating creativity and stories behind objects and makers.

Brand Values

• •Community & Collaboration
• •Education & Accessibility
• •Support for Local & Emerging Artists
• •Non-Profit Mission
• •Celebration of Chicago

Best Practices

• •Always Connect Purchase to Purpose: In product descriptions, social media bios, and checkout pages, consistently include a short, impactful phrase like "Every purchase supports our mission" or "Shop local, support design education." This reinforces a core value and gives customers a compelling reason to buy.
• •Champion the Creators: Whenever featuring a product made by a specific artist, tell their story. Use phrases like "Meet the designer," "The story behind the design," or "Crafted by Chicago artist..." This humanizes the products and aligns with the community-centric value.
• •Use "Accessible" and "Inspirational" Language: Write copy that is clear, engaging, and educational without being pretentious. Frame design as something for everyone. Ask questions, use exclamation points where appropriate to show enthusiasm, and explain design concepts simply (e.g., "Typography is more than just how words look; it's how they make you feel.").
• •Emphasize the "Why" Behind Products: Don't just sell an object; sell the idea it represents. For an exhibition catalog, the "why" is "owning a piece of design history." For a locally designed tote, the "why" is "celebrating and supporting Chicago's creative community."
• •Maintain a Consistent Visual and Verbal Identity: Ensure the clean, modern, and often grid-inspired aesthetic of the museum's brand identity is reflected in the copy. Use short paragraphs, clear headings, and a confident, knowledgeable tone. This creates a cohesive experience from an Instagram post to the product page to the museum itself.

Social Perception

The Design Museum of Chicago and its shop are perceived positively as a vibrant and essential cultural institution within the city. It is seen as more than just a museum; it is a community hub that actively engages with and supports local talent. Its compelling and thought-provoking exhibitions are praised, often tackling relevant contemporary issues or unique aspects of design history. The public sees the museum as accessible and democratic, offering free admission and creating a welcoming environment. It is regarded as a platform that "blurs the line between observer and creator" through interactive and participatory exhibits. The shop is understood to be an extension of this mission, where purchasing goods is a direct act of supporting the museum's cultural and educational programming, fostering a loyal audience of design professionals, students, tourists, and locals invested in the city's creative culture.

Copy Examples

• •Meet the maker! ✨ This is [Designer's Name], the talent behind the [Product Name] from our Chicago Threads collection. We believe design is a conversation, and we're proud to share the voices of our city's incredible creators. Every piece in this collection tells a story of local passion and craftsmanship. Support Chicago artists and carry a piece of our community with you. Shop the link in bio. #DesignChicago #SupportLocalArt #ChicagoMade
• •More than just letters, it's the voice of our city. This exclusive print features [describe the artwork], taken from our 'Letters Beyond Form' exhibition. It celebrates Chicago's rich, diverse, and ever-evolving typographic landscape—from historic sign painting to modern street art. Printed on high-quality, sustainable paper, this piece brings a piece of design history into your home. Every purchase helps us continue to offer free and accessible design education for all. #ChicagoDesign #Typography #MuseumShop
• •💡 Design that Does Good: New Arrivals Inside - Discover new, locally-made products and see how your purchase supports our mission to make design accessible for everyone in Chicago.
• •What does 'home' look like to you? Our new Lake Michigan Series posters explore Chicago's most prized public resource through the eyes of 10 local artists. A beautiful reminder that great design is all around us. See the full collection: [shortened link] #ArtOfChicago #DesignInspiration
• •The Art of Chicago, In Your Hands. The Design Museum of Chicago Shop isn't just a store; it's a celebration of our city's creativity. From prints and apparel by local designers to books that inspire, every item has a story. Your purchase directly funds our free exhibitions and educational programs. Shop with purpose. Support your community. #DesignMuseumChi #ShopLocalChicago