American Museum re-brand generates business for local firms

By Nick Batten on 28 September, 2018

The Bath-based American Museum & Gardens, formerly the American Museum in Britain, recently celebrated the opening of its £2m ‘New American Garden’ earlier this month – a project which involved input from several South West-based companies.

Although largely funded by US donors and designed by Washington-based landscape architects Oehme, Van Sweden – local firms were charged with the task of “bringing the project to life.”

Bath-based design agency, Touchpoint Design, was responsible for creating a new brand identity to reposition the museum as a “country house experience with gardens” and as part of the work, the museum was renamed ‘The American Museum & Gardens.’ The new logo was designed to incorporate elements of the museum’s buildings and surrounding landscape.

Touchpoint Design also carried out a complete redesign of the museum’s wayfinding — applying the new identity to signage, interpretation panels, planting plans, and a visitor map.

The firm worked closely with Freestyle Designs of Bath to ensure the signage worked with the garden design and was also “sensitive to the environment.”

Sue Bush, owner of Touchpoint Design, said: “It’s a fantastic attraction and Bath should be proud that it has the only museum outside of the US dedicated to celebrating American culture. Our intention is that the new branding attracts a wider audience and that the new signage around the site helps to guide visitors through the wonderful grounds as clearly and discreetly as possible.”

Additionally, Bath-based built environment consultancy, Nash Partnership handled the planning application necessary to change the setting of the Grade 1 listed building and its gardens on the ‘Historic England Register of Historic Parks and Gardens.’ Nash Partnership’s Laurence Ingram worked closely with local firms Wraxall Builders and Ironart on the construction work that took place in the garden.

Commenting on the project, Laurence said: “We have been involved with the museum’s development for over 20 years and we are delighted to see the results of our work on the latest phase, the New American Garden.”

Other local firms involved include landscape architect Tom Chapman, who project managed the redesign, and Parsons Landscapes.

Pictured above: Some of the new signage at the museum