Find Your People: Branding & Media Production

The Media Production and Branding Special Interest Group (SIG) is Chaired by Kelsey Cvach and Co-Chaired by Ryan Waggoner. In this blog post they share the new ways they’re organizing to create resources for the community. Read on to learn how you can get involved. You can also check out all of the recently announced 2020 SIG Chairs.

Meet the Media Production and Branding SIG!

This SIG supports museum professionals through discussions on methods for digital media production (video, audio, text, etc.) as a storytelling and audience engagement device to manifest an organization’s identity and mission. We also maintain a technical focus on production methodology as well as developing brand identity through creation and distribution of digital content. This year, we’re piloting several new formats unique from other SIGs!

Join in our collaborative projects
We aim to collaborate on several deliverables throughout the year. Our first project, inspired by momentum from the MCN Open House, is a Best Practices for Captioning and Accessibility Guidance that can be circulated throughout the museum community and beyond. Working with expertise across many institutions, we plan to complete this project by March. If you would like to collaborate with us on this project, or have ideas/best practices to contribute, please reach out to us. Other ideas for the upcoming year are welcome! Existing SIG members can post on Basecamp or anyone can contact us at [email protected] or [email protected].

Contribute to our Critique Corner
This is a place for members to share new or in-progress work and to receive feedback from the group. Feel free to share any relevant project for comment, and provide constructive ideas for the projects that others have contributed.

Excited yet? Sign up today!


Guest post: Insights from NEW INC’s Museum Technology Track

News from the larger musetch community.

This month, we’re delighted to feature a guest post by NEW INC‘s Director Stephanie Pereira.

NEW INC Director Stephanie Pereira

NEW INC is the New Museum’s incubator for people working at the intersection of art, design and technology. We recruit about 100 members each year through an annual open call process, and through our program provide shared workspace, professional development, mentorship, and participation in an exceptional community.

For the past three years, a core part of our program has been our Museum Technology Track, funded by the Knight Foundation. Members in the Museum Technology Track are provided with a fully subsidized, year-long membership at NEW INC where they participate in field-specific workshops and guest lectures, and have access to mentorship and stipends to support research, prototyping and wider participation in the museum technology sector.

During year one of our Museum Tech track, we invited six teams to join the track program. As a group, we engaged in a field study where we traveled to three cities and met with over a dozen institutions to learn about how the museum sector uses technology. Through our travels, we met with museum leadership, educators, exhibition directors, IT staffers, and development and marketing teams to learn about both the successes and challenges of employing technology in a museum setting.

NEW INC MoversShakers-Detroit

Installation view of public AR video art series NEW INC member Movers and Shakers prototyped during Detroit Art Week with partner Museum of Contemporary Art Detroit. The experiment was focused on testing the idea of getting digital media artworks and other items from current shows at MoCAD out into the city.

Our key insights from this initial research period revealed quite a bit:

  1. Feelings about technology are mixed. Many museum professionals we met with reported that they’d been burned by an over investment in software or hardware previously, and are often skeptical of tech offerings as a result.
  2. Technology is not a priority for resource strapped museums, especially when previous investment has not paid off.
  3. Museums have plenty of content, but don’t know how to serve it up to their audiences in a way that is meaningful. Ironically, many people we met with felt that their inability to engage their audiences was due to a lack of understanding of who their audiences are, and what they expect from a museum…which is an issue that could potentially be solved with technology.
  4. A depth of understanding on how technology can be used by non-technical museum staff is lacking. And even in the case of staff who are technologically fluent, there is often a gap that inhibits the successful integration of technology with museum mission and goals.

Building on our year one insights, during year two we pivoted the approach of our program so that our six teams would instead focus on partnering with a small or mid-sized museum to research, design and prototype accessible, off-the-shelf technology solutions. Over the course of year two, our teams partnered with 8 museums in 3 cities. We approached each museum partner with two key questions: What are your major barriers for using technology? What are your major barriers for engaging your audiences?

sticker driven audience research

Rendering of simple, sticker driven audience research methodology that NEW INC member Dome tested with San Jose Museum of Art.

As part of their research, one of our member teams interviewed museum staff from ten different institutions and their findings consistently pointed to this issue around lack of understanding in terms of audience. Additionally, across all our work during year-two, we discovered that “access” is a key concern for museums right now. Their own inquiry questions took ours a step further: How are museums better serving and reaching more diverse audiences? How can they use technology as a tool for scaling their reach?

Using these questions as a baseline for building and testing prototypes, our teams developed six products designed with small museum staff and budget resources in mind. As part of their work, we asked them to develop a case study sharing their process for research, development and testing of their work.

All six case studies are available on our website. Take a look and let us know what you think!

Stephanie Pereira, Director
NEW INC at the New Museum


Human Centered Design SIG Webinar

Planning a Usability Test: Three Case Studies – May 2nd at 3pm EST

Join the Human Centered Design SIG and guest Kathi Kaiser of Centralis for a webinar on May 2nd. The best way to improve a product is to watch people use it, but planning a usability study can seem daunting. Museum professionals often wonder how to best address basic questions when planning user research, such as:

  • When should I do usability testing?
  • Where should testing happen? In the galleries? In a conference room? Remotely?
  • Who should I choose as participants for my study?
  • How many participants do I need?

The honest answer to all of these questions is, it depends. To shed light on the factors you should consider, Kathi will share three case studies that took different approaches to usability testing, and why. You’ll hear how other organizations have tackled key questions and trade-offs, and learn how to adapt this important methodology to a variety of contexts. Kathi will also answer your questions about how to best plan usability studies in your own institutions.

Thu, May 2, 2019 3:00 PM – 4:00 PM EDT

Please join my meeting from your computer, tablet or smartphone. 

You can also dial in using your phone. 
United States: +1 (224) 501-3412

Access Code: 743-352-877 

New to GoToMeeting? Get the app now and be ready when your first meeting starts:


March SIG Corner: Media Production & Branding


DSLR Camera stock image with Media Production and Branding overlaid text

The Media Production and Branding Special Interest Group supports museum professionals through discussions on methods for digital media production (video, audio, text, etc.) as a storytelling and audience engagement device to manifest an organization’s identity and mission. We also maintain a technical focus on production methodology as well as developing brand identity through creation and distribution of digital content.

Our group led a presentation and discussion March 13th about branding in video content. Watch the recorded presentation here on Basecamp. For our next discussion, we are pairing with the Social Media SIG to discuss how to share your video content across multiple platforms, and strategies for repurposing a video to work on different channels.

Join our SIG to ask questions, share your projects, and collaborate on topics from branding decision-making to production techniques to media evaluation.


Kelsey Cvach, Chair


Ryan Waggoner headshot

Ryan Waggoner, co-Chair


Axiell-MCN 2016 “Market Trends” survey

MCN is pleased to announce that Axiell partnered with MCN as its 2016 “Market Trends sponsor”. This gives Axiell the opportunity to develop an annual survey, whose findings will add new market intelligence to our sector in the form of a free industry report that will be shared throughout MCN’s community and Axiell’s customers.

Axiell is interested in knowing the predominant strategies that museums use to improve your collections data and to what degree your institution is leveraging volunteers and crowdsourcing. Leveraging volunteers and crowdsourcing are often lauded as solutions for addressing digitization backlogs, data cleaning and increasing the depth of data records.

However, this is often much more difficult than it sounds and comes with an inherent set of challenges. While some institutions make fantastic strides in this area, others struggle to get started.

If you’re interested in responding to the survey, use the info below:

Axiell MCN Survey post

The findings of the survey will be made available in a free report which will provide readers with insight into how different institutions use volunteers and crowdsourcing to improve their collections data; how different institutions prioritize this approach, how much progress has been made, what challenges are being faced and what solutions are being implemented. The report will be co-presented by Axiell and MCN.

The full report will include case studies and practical advice from successful programs, identify challenges and potential pitfalls and provide an overview of how the industry prioritizes volunteers and crowdsourcing.


MCN Sponsors Karaoke at #MW2015

MCN is proud to sponsor Karaoke Night during the Museums and the Web Conference in Chicago, IL. We’ll provide the karaoke, snacks, and a first round—additional drinks are on you. Join us for a great community building event!


When: Friday, April 10th, 9:00pm to 2:00am

Where: Pop KTV
2002 S Wentworth Ave (2nd Floor)
Yelp Review
Map & Directions
Located 4 stops from MW2015 Conference Hotel on the Red Line (Cermak-Chinatown stop)

Start practicing now. We’ll see you there!


Photograph: Martha Williams POP KTV



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