Peabody Essex Museum

redefining what a museum can do


Armed with a powerful and engaging new brand, the 203-year-old Peabody Essex Museum has undergone a transformation unlike any other in museum history. As part of a $197 million initiative that included a new building and re-imagined galleries, PEM hired Minelli, Inc. to position and create a brand that captured the Museum’s new philosophy and aspirations. Through a newly articulated strategy and a revitalized visual and verbal identity, Minelli enabled the Museum to clearly define and communicate a new class of institution — a museum of art and culture.

The impact of the repositioned Peabody Essex Museum was more profound than anyone imagined. Attendance exceeded expectations by 250%, membership substantially increased and visitor satisfaction stands at an all-time high. The positioning permeated every aspect of the institution and has continued to grow in rich and robust ways.


“The strategies Minelli used to help advance the Museum goals were innovative, creative, and they played a critical role in redefining and repositioning PEM.”

Dan Monroe
Executive Director and CEO, PEM

Minelli’s successful collaboration with PEM resulted in a 200% increase in upper-level membership and a 600% increase in family membership. Repositioned from a quaint maritime museum to one of international recognition, PEM saw their attendance triple. Total funds raised approached $1 billion and the Museum’s endowment increased dramatically, from $23 million to over $600 million. Through a newly positioned brand, Minelli was able to help PEM raise their awareness, reach new audiences, and make a lasting impact.