National Blues Museum

The National Blues Museum is a world-class cultural attraction.

The Museum is focused on education, entertainment and community involvement while celebrating the genre as the root of all modern American music. It is the centerpiece of the largest redevelopment project in downtown St. Louis over the past 40 years and Project 13 is proud to have been a part of its creation.

Close-up of guitar strings and body with white typewriter-style text describing a museum as a center for learning about the origins of the Blues and modern American music.
Sepia-toned image of four men outdoors; one sits on hay playing a guitar, another sits with a diddley bow, while two stand behind them. National Blues Museum, St. Louis, Missouri appears at the top.
An open magazine shows a page with text about the Blues Museum and a close-up photo of a Fender Stratocaster guitar headstock with tuning pegs on the opposite page.
An open book features black-and-white photos of blues musicians, the National Blues Museum logo, and bold text describing the museums mission to preserve the history and significance of blues music.
Close-up black and white photo of an electric guitar, showing details of the strings, pickups, knobs, and part of the body, set against a black background.
Screenshot of the National Blues Museum website featuring a close-up of guitar strings, the museum logo, a Support button, and articles with photos about blues musicians and museum exhibits.
Close-up of the worn and scratched body of an electric guitar against a black background, highlighting its curves and vintage finish.

Here’s the story.

A unique identity, meaningful collateral materials and engaging web presence were realized early on to be an integral part of capital fundraising efforts for this ambitious new project. Project 13 created a brand for the Museum that is visually rooted in the blues history but also flexible enough to work seamlessly within their technology and experience-focused exhibits.

A powerful, user-friendly website was also created to enabled the public to contribute to pre-opening fundraising efforts and once open, become an information destination for events, exhibitions and ongoing fundraising efforts.

Iconic brand development, investor and fundraising presentations, event kiosks and location signage all helped lay a solid foundation and garner the support of investors, record labels, performers, music industry leaders, organizations and producers including Jack White, John Goodman, Morgan Freeman, The Blues Foundation, Mississippi Blues Trail, Saint Louis Blues Society, Washington Blues Society, Kansas City Blues Society, Delta State University’s Delta Center for Culture and Learning, and Washington University’s College of Arts & Sciences and many more.

A worker on a lift installs a vertical National Blues Museum sign on the exterior of a brick and stone building in St. Louis, Missouri. Below, a large horizontal sign with the same name hangs above the entrance.
Nighttime street scene with cars passing by the illuminated exterior of the National Blues Museum, located in a historic brick building with bright lights and a vertical sign reading History Broad.
A museum exhibit with wooden floors, display cases, historic photos on brick and red walls, and interactive screens. Two people are viewing exhibits under warm lighting and a decorative ceiling.