Ralph Mark Gilbert Civil Rights Museum
branding, print, marketing
The reimagination of the Ralph Mark Gilbert (RMG) Civil Rights Museum brand, was done in a collaborative business of graphic design class at SCAD, with feedback from the head of the Board of Directors of the museum. The museum building was originally a bank, and was once the largest bank open for African Americans in the country. In addition to its historical significance, the building is very visually distinct from those around it. For these reasons, the rebranding uses a drawing of the building as its main mark. The goal is that when placed over images of the civil rights movement, the building is seen as the "home" for civil rights and its history.
The guerilla marketing for the RMG Civil Rights Museum is set up in Forsyth Park, a large, central park in Downtown Savannah, and consists of life-size cardboard cut-outs of important figures of the Civil Rights Movement(s), both past and ongoing, with quotes said by them. These figures are placed alongside cutouts that look like young people of this day and age with blank quotations said by "you". This marketing installation calls for the audience to "walk with" these legendary people and see that the Civil Rights Movement is ongoing, as well as to reflect on themselves and question with their own role in the movement is or could be.
