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Brands Are Made, Not Born – Museum Exhibition Producer Turns to Award-Winning Firm to Narrate Its Brand Story


Related: Museum Exhibition Producer Announces Innovative Science Experiences on Urgent and Compelling Topics That Rule 21st Century Life

Rainworks Omnimedia LLC, an emerging producer of science museum experiences, announced its forthcoming exhibitions and its for-profit, triple bottomline enterprise at the World Science Festival in New York City last week.

During start-up, the Chicago-based company had turned to award-winning branding firm David Day Associates to create the brand for its ambitious exhibition production company. "We were eager to have a brand virtuoso help us express our hybrid corporate DNA of being science entertainment educators as well as philanthropic capitalists, " said Rainworks founder and CEO, Gail Vida Hamburg.

Rainworks takes its name from the medicine men of Native American lore who induce rain through rituals. "We want to make rain for museums and their visitors by delivering transformational science experiences, become rainmakers for girls’ literacy and clean water programs in the developing world, and make rain for ourselves and our investors, " said Hamburg.

David Day
, president of the Omaha agency, and his team used their brand-crafting methodologies to drill to the foundation of the company’s product line and mission. "We used our BrandCore(SM) process to explore its internal business structure and culture, the external rational and emotional factors facing it, and the broad market environment in which it operates. This revealed Rainworks’ true characteristics as a ‘Blue Ocean’ company, a creative disruptor in its field, and a science education and social enterprise innovator. From there, we conceived its brand platform and transitioned that understanding into its various visual expressions, giving visual life to the brand’s core, " Day said.

For Rainworks’ website,, which industry analysts predict will win design awards for its successful crystallization of a corporate brand and online experience, Day leveraged the company’s "Creator" archetype and designed a visual representation of its central offerings and its promise to "refresh minds." "The Rainworks brand is as much about the full circle of transformation for a museum and its visitors, as it is for the renewal of water and the building of a girl’s self-esteem in a faraway place, " said Day.

Rainworks exhibitions in production and development include: MONEY, an interactive exhibition that interprets the foundations and principles of personal finance; Brave New World, a multimedia odyssey that demystifies technology and trends; Glam!, an exhibition on beauty from ancient to contemporary times; and Pure Elegance, an eye-opening journey through the mysteries and wonders of mathematics. Thought leaders from each field are collaborating on the exhibitions, scheduled for museum programming beginning in early 2011. For more information on collaborative opportunities, alliances, and partnerships, please contact exhibitions(at)

Rainworks Omnimedia LLC is a for-profit social enterprise that serves the museum sector in the developed world and benefits girls’ literacy and clean water programs in the developing world.

For more information about Rainworks Omnimedia LLC, visit

For more information about David Day | Associates, visit

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