FRONTIFY PRESENTS: HOW GRETEL AND PHILADELPHIA ART MUSEUM NAVIGATED CHANGE

Summary from the TLDR Design newsletter

Gretel partnered with the Philadelphia Museum of Art on a bold rebrand aimed at making the institution feel more open, local, and welcoming while preserving its authority, grounding the work deeply in Philadelphia's culture, history, and vernacular. Through close collaboration, they evolved the museum's name, redrew the historic griffin, created a custom typeface, and built a flexible brand system that balances heritage with accessibility and contemporary relevance.