Past Events

Speaker Series

AMA in the Afternoon: The Future Project: Designing a Dual-Purpose Identity for the Smithsonian

January 26, 2021 |
3 minute read

Learn how Beyond Definition built a flexible identity with a dual-purpose logo for Smithsonian as they celebrated their 175th anniversary and revamped its Arts and Industries Building (AIB) to instill its former glory back into the awe-inspiring brand.

The historic Arts and Industries Building (AIB) is the second oldest Smithsonian museum on the National Mall in Washington, D.C. To celebrate the 175th anniversary of the Smithsonian and announce the next chapter of the Arts and Industries Building, a series of future-focused events and exhibits will be staged to prepare for permanent renovations and reopening.

Beyond Definition collaborated with the Smithsonian to inject life back into a space that had previously inspired millions of visitors with a series of collections for 125 years. The resulting identity and logos for The Future Project launch the Smithsonian into the future, reflecting energy and excitement for the next chapter of the Arts and Industries Building while amplifying the Smithsonian brand.

In this AMA in the Afternoon session, the speakers will discuss what went into this project and the challenges that come with creating a dual-purpose logo that needs to serve multiple outcomes while identifying with the parent brand.

Key takeaways will include:

  • When to tap into a creative firm
  • How to create a dual-purpose logo that needs to align with a parent brand
  • Using a logo to further explain your company’s brand

Virtual Event Details | Presentation and Q&A
Tuesday, January 26, 2021 | 2:00 – 3:00 pm
Prior to the event, you will receive an email with the Zoom meeting link and ID needed to join.

Meet the Speakers

Allison Peck
Director of External Affairs and Partnerships, Smithsonian

Allison is a strategic planner and ideas lead for arts and museums, especially big legacy institutions tackling even bigger (and ambitious) projects that challenge the status quo. As the director of external affairs and partnerships for the Smithsonian’s historic Arts + Industries Building, she is now working to reopen America’s first national museum as a space devoted to future thinking and innovation.

Alex Blair
Director of Strategy, Beyond Definition

As Director of Strategy, Alex partners with clients to guide them through discovery, branding, naming, website, and messaging strategies. With more than a decade of strategic communications consulting experience, he has traveled to five continents to guide clients and create strategies. Alex has counseled CEOs, coached sales teams, launched brands, and mobilized grassroots for brands including Dell, IBM, Oxfam, H&R Block, the U.S. State Department, Smithsonian, and more.

Jen Fose
Creative Director, Beyond Definition

As Creative Director, Jen excels at tapping into clients’ goals with approachable communication and design expertise. With over 10 years of experience ranging across print and digital media platforms, Jen has directed compelling creative experiences for clients including the Marine Corps Marathon, ExxonMobil, Smithsonian, NPR, Napa Valley Vintners, CREW Network, and MOAA, since joining the team in 2011. Jen has also shared her passion for creativity by speaking at events for organizations including AIGA DC, Association Media & Publishing, and Georgetown University.


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