Milwaukee Art Museum Launches Bold New Campaign to Invite Visitors to “Be Here
Bold visuals, motion-driven storytelling, and a renewed call to connect through art define the Museum’s new direction.
MILWAUKEE, WI—May 22, 2025—The Milwaukee Art Museum has officially launched a bold new campaign that reimagines how the city experiences its most iconic cultural destination. Inspired by the energy of Lake Michigan, the movement of the Museum’s world-famous wings, and the joy of discovery in the galleries, the campaign centers on an open, spirited invitation: Be here.
Visitors to the Museum may have already noticed the shift—waves of color sweeping across the campus, playful fonts, bold signage, and eye-catching visuals that reflect the vibrant, ever-changing experiences inside the building. This new brand expression is more than a design refresh—it marks a renewed commitment to storytelling, connection, and community. As part of the launch, the Museum is also debuting limited-edition branded merchandise, offering visitors a tangible way to take home a piece of the experience.
“At the Milwaukee Art Museum, something new is always unfolding,” said Cortney Heimerl, Director of Marketing and Communications. “This campaign reflects that energy. Whether it’s your first visit or you’ve been coming your entire life, we want our visitors to feel like they’re part of something—right here, right now.”
The campaign launched with a dynamic video that brings the Museum experience to life. Set to bold music and filled with cinematic visuals, the video captures real people connecting with art and each other—from discovering new artworks with friends in the galleries to the energy of events like MAM After Dark. It’s both a celebration of creativity and a call to action, inviting viewers to rediscover the Milwaukee Art Museum as a place of inspiration, connection, and discovery. Whether you’re a longtime supporter or visiting for the first time, the video offers a vivid glimpse into why now is the time to be here.
Watch the video at mam.org/be-here.
A Museum in Motion
The campaign’s visual identity—colorful waves, expressive typography, and energetic graphics—mirrors the rhythm of life at MAM. Like the tides of Lake Michigan or the iconic wings of the Quadracci Pavilion, these waves suggest constant motion: the awe of encountering a powerful work of art, the anticipation of a new exhibition, the joy of creating together in Kohl’s Art Studio, the calm of Yoga at the Museum, or the excitement of dancing with friends at MAM After Dark.
A Fresh Approach to Storytelling
The campaign signals a shift in the Museum’s communication strategy—centered on emotionally resonant, video-based content crafted to engage new audiences and reengage those who haven’t visited in a while. The goal is simple: to welcome more people in and help them see themselves in the art, the architecture, and the community that defines the Museum experience.
Designed to resonate with both first-time visitors and lifelong supporters, the campaign positions the Museum as a dynamic, accessible destination that rewards return visits. It will be amplified across digital platforms, social media, connected TV, radio, print, and the Museum’s campus.
Be Here—Now
From exclusive campaign-themed apparel in the Museum Store to bold messaging throughout the building, this launch invites visitors to engage in a whole new way. Colorful banners and signage spotlight signature experiences not to miss: Free Days + Celebrations, Kohl’s Family Sundays, Thursday Nights at MAM, Yoga at the Museum, and Lakefront Festival of Art, among others.
“Milwaukee’s most iconic building just got a little bolder,” said Scott Schwebel, Chief Experience Officer at the Milwaukee Art Museum. “This campaign brings our experience to life. It positions the Museum as a dynamic destination, full of memorable moments with every visit.”
Visit Today—Experience It for Yourself
The Milwaukee Art Museum is open Wednesday through Sunday, with extended hours every Thursday. Starting Memorial Day, the Museum expands its hours to include Mondays as part of its summer hours.
With more than 2,000 works of art on view, three rotating special exhibition spaces, and hands-on activities and performances, every visit offers new ways to connect—with art, ideas, and one another. Explore with the MAM app, shop exclusive merchandise in the Museum Store, and discover why this is a place you’ll want to come back to—again and again.
Join us for:
Summer Hours
Beginning Memorial Day, Monday, May 26, the Museum will be open on Mondays, expanding its weekly hours for the summer season.
Watch the Wings Move
Museum hours, weather permitting
Experience the iconic Burke Brise Soleil (“wings”) in motion:
- Open at 10 a.m.
- Close and open at noon
- Close at 10 p.m.
Free Day + Celebration: Community
Thursday, June 5, 2025, 10 a.m.–8 p.m.
Enjoy free admission and a day full of art, activities, and community celebration.
Yoga at the Museum
Saturday, June 7, 2025, 8–9 a.m.
Start your day with a mixed-level yoga class in a stunning setting. Reserve your spot at mam.org/events.
Lakefront Festival of Art
Friday–Sunday, June 13–15, 2025
Extended Friday hours: 10 a.m.–7 p.m.
Celebrate the 60th anniversary of this beloved festival with art, music, food, and family-friendly fun.
Yoga at the Museum
Saturday, July 5, 2025, 8–9 a.m.
Reserve your spot at mam.org/events.
About the Milwaukee Art Museum
The Milwaukee Art Museum is an essential destination for art and architecture and a vital cultural resource that connects visitors to dynamic art experiences and one another. Housed in iconic buildings by Santiago Calatrava, Eero Saarinen, and David Kahler on a 24-acre lakefront campus, the Museum is Wisconsin’s largest art institution and home to both broad and deep collections, with exceptional holdings in American painting, sculpture, and decorative arts; conceptual and minimalist art; prints and drawings; European art from the Renaissance through the nineteenth century; photography and new media; modern and contemporary design; folk and self-taught art; and twentieth-century Haitian art. A bold symbol of Milwaukee’s ambition and forward-thinking vision, the Museum is a place for community building, education, and celebration that fosters creativity, free speech, and critical discourse for audiences of all ages and backgrounds. For more information, visit mam.org.
Media Contact
For more information, please contact:
Cortney Heimerl / Lindsey Wurz
Milwaukee Art Museum
communications@mam.org
414-940-0490 / 414-224-3865
