Brand Tone

Educational and Informative, Inclusive and Respectful, Engaging and Interactive, Contemporary and Forward-Thinking, Community-Oriented, Creative and Inspiring

Brand Values

• •Connection: Connecting people with ideas, perspectives, the North, and each other.
• •Perspective: Expanding understanding through diverse narratives and viewpoints, especially Indigenous knowledge.
• •Dialogue and Transformation: Serving as a catalyst for conversations that lead to positive change and a better future.
• •Sustainability and Equity: Committing to a sustainable and equitable North.
• •Creativity and Imagination: Fostering innovation and new ways of seeing the world.
• •Education and Exploration: Providing learning opportunities about the art, history, science, and cultures of Alaska and the North.
• •Respect for Indigenous Cultures: Recognizing and honoring the land, culture, and language of the Dena'ina people and other Indigenous communities.
• •Community Engagement: Actively involving and serving its local and broader communities.

Best Practices

• •Always Acknowledge Place & People: Start from a place of respect for the Dena'ina land and the diverse peoples of Alaska. Infuse this recognition subtly or overtly where appropriate.
• •Speak with Clarity and Warmth: Make information accessible and inviting. Avoid overly academic or jargon-filled language unless specifically targeted. The tone should feel welcoming to all, from scholars to families.
• •Emphasize Connection and Dialogue: Frame content to encourage interaction, thought, and conversation. Use questions, invite participation, and highlight the museum as a space for shared experiences and learning.
• •Balance Heritage with Forward Momentum: While honoring history and tradition, also convey dynamism and relevance to contemporary issues and future possibilities. Show how the past informs the present and inspires the future.
• •Be Visually and Emotionally Evocative (Where Appropriate): Especially for art and cultural exhibits, use language that sparks imagination and conveys the beauty, resilience, and unique spirit of the North and its inhabitants.

Social Perception

A Premier Cultural Institution, Educational and Family-Friendly, A Hub for Alaskan Art and History, Respectful of Indigenous Heritage, Innovative and Evolving, A Source of Community Pride

Copy Examples

• •More than a museum, we are a conversation. A meeting place for the stories of the North, the art of its people, and the ideas that shape our future. Explore, question, connect. This is your Anchorage Museum.
• •Listen to the land. See through the eyes of generations. Our latest exhibition honors the vibrant legacy and living traditions of Alaska Native artists. Discover powerful narratives woven into every piece. #IndigenousArt #AlaskanCulture
• •What does the Arctic sound like? How do snowflakes get their shape? Ignite your family's curiosity at our Discovery Center! Hands-on exhibits and out-of-this-world planetarium shows await. Learning, made fun. #AnchorageMuseum #FamilyFun #Science
• •The North is changing. How can we build a more sustainable and equitable future together? Join us for 'Northern Futures,' a series of talks and workshops exploring innovative solutions for our unique environment. Be part of the change. #SustainableNorth #CommunityDialogue
• •Art. History. People. Planet. Potential. Dive into the stories of Alaska and the North. What will you discover today at the Anchorage Museum? #Alaska #MuseumLove #NorthernPerspectives