The Farmers' Museum needed a new brand, one that matched what visitors actually experience: a living history farmstead, not a traditional museum. Our team designed a new identity around the name Fenimore, tying the museum to its sister institution next door and to a name the community already recognized. As creative director, I led the concept direction and art directed the option the client chose. Our designers built the full identity system, our copywriter wrote the new brand platform. The rebrand launched to strong local reception, a real win for a name that had been fixed in the community for decades.