The Huntington
* A Class of One

The Huntington is a unique place; a 100+ year-old institution with 12 million library items across 10 centuries, 45,000 art objects across 500 years, 83,000 plants across 130 acres, and active research and education programs.

The Huntington had a compartmentalization problem. It was being described by what it's not — or broken into its separate parts (the library, the art museum, the gardens) rather than understood as a unified whole. The institution's existing mission statement positioned it as a steward of collections. But the real opportunity was bigger than stewardship: the whole is greater than the sum of its parts. The Huntington lives in the productive tension between opposites — nature and culture, respite and stimulation, art and science, mind and soul — and the magic happens in the collision between them.

I moved the organization from "The Huntington Library, Art Museum, and Botanical Gardens" to simply "The Huntington" — a branded house, a class of one. And shifted the institutional identity from what it held (collections) to what it enabled (connection and discovery).

Creative Partner: BASE DESIGN

[Brand Strategy, Board Approval]