No one ever questioned the quality of the holdings of The Rockwell Museum of Western Art. The challenge was getting visitors through the doors. Many of the museum’s greatest assets – its education and art programs, its civic activity – were well-kept secrets. Brodeur Partners worked with the museum to develop a relevance roadmap that led to a full repositioning and rebranding, moving the institution from a “place for pictures” to “an experience for people.” The effort led to a new name (“The Rockwell”), a new web site, and a new roadmap for the organization. Said Executive Director Kristin Swain, “The relevance platform was a critical North Star for our organization’s transformation.”