Museum of Fine Arts – Boston

The Museum of Fine Arts, Boston (MFA), is one of the most comprehensive art museums in the world with a renowned collection of nearly 500,000 works ranging from historical masterpieces to contemporary icons. Following their successful “Art for All” rebrand campaign that launched in Fall 2022, the MFA wanted to continue their momentum and create excitement surrounding their new exhibition: “Hokusai: Inspiration and Influence”. Their main challenge, akin to that of their recent rebranding, was conveying MFA Boston as a place for visitors of all ages and backgrounds. Their new Hokusai exhibit provided them an opportunity to embody the principles of diversity and inclusion that they align with, by showcasing a Japanese artist whose works are recognized and interpreted by people of all backgrounds. With Boston being a predominant tourist hub, specifically for cultural and historical enrichment, the MFA needed to make a “big splash”.