Project Overview

meemoo, the Flemish Institute for Archives, unveiled its new name and brand direction. With a mission to preserve the past and make it accessible for future generations, meemoo sought a clear, strategic identity that would resonate with diverse audiences, from cultural institutions to educators. Our partnership helped define and shape this identity, aligning their brand architecture and communication strategy to match their forward-thinking vision.

Our Contribution

We collaborated with meemoo to develop a cohesive brand framework that strengthened their role as a trusted, innovative, and approachable archival institution. Our work included:

• Brand Architecture: Establishing a structured hierarchy to clearly distinguish between the main institution, its backstage operations, and its public-facing platforms.

• Positioning & Differentiation: Clarifying meemoo’s role as a bridge between the past and future, highlighting their expertise and reliability.

• Audience Segmentation: Identifying and tailoring communication to their diverse user base, including partner organizations, educators, and the general public.

• Messaging Framework & Tone of Voice: Crafting a consistent, approachable, and respectful tone that resonates across all communication channels.

Results

The new brand structure and communication strategy positioned meemoo as a leader in digital preservation and knowledge sharing. With a unified identity and clear messaging, meemoo is better equipped to engage with partners, attract new audiences, and solidify its reputation as a forward-thinking institute.