To launch Intuit Art Museum’s new visual identity, Span designed an engaging out-of-home campaign aimed at reintroducing the museum to both local and international audiences. Featuring Divvy bike ads and CTA train cars and station advertisements, the campaign was strategically placed across Chicago to generate excitement and curiosity around the museum's reopening.

The primary goals of the campaign were to build buzz around the newly renamed and rebranded museum, elevate awareness of the IAM identity, and attract a wider range of members and supporters both nationally and internationally.

Campaign messaging played on the museum's unique position as an unconventional art space. Headlines such as "The art museum reimagined," "We're not a Michigan Avenue kind of museum," and "We hope we're not what you were expecting" reinforced the museum’s identity as surprising, imaginative, and welcoming.
This campaign positioned Intuit Art Museum as a distinctive and approachable institution, promising visitors an art museum experience beyond the ordinary—one that invites everyone to engage with art in new, unexpected, and meaningful ways.