Ryan Hughes at MuseumNext

This week, Ryan Hughes from Humanity Agency joined our friends at the Canadian Museum for Human Rights and Research Strategy Group at MuseumNext’s Marketing Summit to share our journey rebranding the Canadian Museum for Human Rights (CMHR).

Over the past year and a half, Humanity has been leading a brand transformation for the Museum. To do this, we started by exploring what human rights mean to people across Canada.

Using semiotics and behavioural science, we grounded the rebrand in deep human insights to ensure it resonates with the Museum’s diverse audience.

While the rebrand hasn’t launched yet, we’re excited to share some of the thinking behind it. Watch the session via the link in bio to learn more about our process and discoveries.