Taking a rebrand of woolly mammoth proportions into the real world.

Step 1: Undo the stiff and stuffy reputation of a museum

Step 2: Bring a historic institution into the here and now

Step 3: Welcome the world

Between the cheeky teaser campaign in the lead up to relaunch, and the update to an iconic brand 10,000 years in the making, the Royal Alberta Museum rebrand and launch is one for the history books.