Overview
The Dalí Museum partnered with Urban Canvas to develop a new general branding campaign—one that could unify how the Museum speaks to both locals and tourists, while remaining flexible enough to spotlight rotating exhibitions now and into the future.
The result is a modular, multimedia campaign system that reinforces The Dalí’s surreal, thought-provoking identity while clearly communicating what’s new, relevant, and worth experiencing—beginning with Giacometti & Dalí and built to adapt well beyond it.
The Challenge
The Dalí Museum faced a dual challenge:
For locals: Create a templated brand campaign that highlights special exhibitions without diluting the Museum’s iconic identity—especially for non–mass appeal shows that require a more nuanced approach.
For tourists: Refresh a long-standing general museum campaign that had not been updated in years, aligning it visually and strategically with the new exhibition-driven work.
Across both audiences, the Museum needed consistency without repetition, and flexibility without fragmentation—all while supporting a wide range of media placements.
Objectives
· Elevate and modernize The Dalí Museum brand
· Maintain a consistent look and feel across locals and tourists
· Increase efficiency across marketing channels
· Drive awareness, intent, and visitation
· Build a system that could scale across future exhibitions and campaigns
The Strategy
Urban Canvas approached the project as a brand system, not a single campaign.
We developed a visual and verbal framework that could:
· Flex between exhibition-specific and general museum messaging
· Adapt across digital, outdoor, print, video, and on-site environments
· Balance iconic surrealism with contemporary clarity
· Keep the Museum culturally relevant while honoring its legacy
By designing the system from the ground up with longevity in mind, the campaign could evolve alongside the Museum’s programming—rather than requiring reinvention with every new exhibition.
Branding
We created a templated visual system that acts as a container for storytelling—one that foregrounds the exhibition or message while remaining unmistakably Dalí. The design language supports both bold, attention-grabbing placements and quieter, more contemplative moments, allowing the brand to live comfortably across contexts.
Videography
The video work translates the Museum’s surreal essence into motion—cinematic, curious, and emotionally resonant. Designed in multiple lengths and orientations, the videos work equally well on social feeds, digital displays, and large-format environments.
Copywriting
Copy was crafted to be concise, intelligent, and evocative—inviting curiosity rather than over-explaining. The language reinforces The Dalí Museum as a place of discovery, where each visit offers something unexpected and new.
The Result
Urban Canvas delivered a future-proof brand campaign system that keeps The Dalí Museum top of mind while making room for constant reinvention. The work successfully unifies locals and tourists under one cohesive visual language—improving efficiency, strengthening brand equity, and supporting increased visitation.
The campaign’s recognition as a Denver 50 Award Winner further validates the strength of the concept, execution, and long-term strategic thinking behind the work.
At Urban Canvas we build brands and systems designed to evolve—so cultural institutions don’t just promote what’s happening now, but what’s coming next.
