All In!

Amidst a renaissance in Oakland that brings both advantages and challenges, the Oakland Museum of California is a uniting force—a model of how an institution can reflect back upon its community. At the Oakland Museum of California, neighbors behave as neighbors once did, embodying what it means to live their lives together. The museum’s $85 million All In! campaign shakes off the unfair stigma Oakland unfairly carries and reframes the power and potential of museums for a new age.

Headlines prompt the reader to fill in the blanks or add their own story. This reinforces that there’s a community of contributors to the museum, as well as the campaign, giving everyone a sense of ownership over their own story.

Voices of many different kinds of donors are present, providing opportunities for each donor to see him or herself reflected. Hearing the voices together, we hear the various voices that together make up the museum, the campaign, and the community.

Embedding images inside letterforms provides one more way for the reader to see themselves inside the campaign.

Creative direction by Rod Lemaire at Mission Minded.

Strategy & writing by Zach Kushner

Visual design by Todd Schulte