Whatever it is you do – show them in EVERYTHING you do.

Each customer communication is a chance to remind your audience what it is you do and reinforce the essence of your brand.  There is never a moment when the show is not on – never a minute when you want your audience to see that man with the crazy hair pulling levers behind a curtain.

Whether it’s answering the phone, checking a bag or printing out a ticket, every customer touchpoint is part of a larger story playing out.

When you join Seattle Art Museum, of course you get your membership card and a welcome letter.  At many places that might be all you get.  But at SAM you also get a little bit of what they do – which is art.

Simple but gorgeous onboarding materials let you know you’re in good hands.  As you handle the nicely printed paper and read the content, just like that – you’re taking in a private exhibit at your kitchen table.  The SAM brand has come to you.

Which makes it a lot more likely you’ll now go visit SAM.

Onboarding materials from Seattle Art Museum.

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