Knowing of Kcomm’s community involvement and strong connections in Charlotte’s arts world, The Mint Museum approached us to promote their 80^th anniversary. Our first question: why would anyone care? This led to a deep discussion of the Mint’s history and future, and plans to meet the ambitious goal of energizing the museum’s existing donor base while welcoming in the next generation of art enthusiasts and supporters.

Our team uncovered one fascinating bit of information – The Mint was founded by women. In 1936, a group of affluent Charlotte housewives rallied together to convert an abandoned U.S. Mint building into the first art museum in the state of North Carolina. Women have always been the driving force behind the institution known as Charlotte’s Great Lady, serving as directors, administrators, curators and volunteers. Exhibitions for the 2016-17 season would turn the spotlight on the work of female artists in abstract expressionism and glasswork.

Could this be anything but The Year of the Woman?

We took the theme and ran with it. Our logo design for the anniversary year provides an edgy, modern look, with a hint of femininity anchoring an explosive mix of color and branded diamond shapes. Our client wanted the iconic Mint woman to be everywhere on the Charlotte cultural landscape, on museum signage, print and digital ads, billboards, a special section of the museum website, and on social media, where a “did you know?” campaign was shared in millennial-friendly bites.

Telling the full story of The Mint meant developing impactful video concepts. The Kcomm team produced two videos as the centerpieces of the Mint’s annual spring gala and the grand opening of The Year of the Woman. The first video focused on The Mint’s history, with a prominent board member serving as a poetic guide through eight decades. The second video focused on the next 80 years. It features former Bank of America CEO Hugh McColl leading a museum tour with a group of talkative elementary school kids. Mr. McColl said it’s one thing to preside over one of the world’s most powerful banks, but spending the day with the future patrons of the Mint ranks among the most exhausting work he’s ever done.