Case Study: LBJ Presidential Library Rebrands a Presidential Legacy with Arrow

LBJ Presidential Library rebrands with Arrow after a $12 million exhibit redesign

The LBJ Presidential Library, a major institution dedicated to a U.S. president, faced the challenge of rebranding its legacy and reshaping public perception. It hired the vendor Arrow for a comprehensive rebranding initiative to highlight President Johnson's domestic achievements beyond the Vietnam War and to mark a multi-million dollar redesign of its permanent exhibit.

Arrow developed a new brand identity, including a refined name and logo family, to reframe the historical narrative around the power of LBJ's legislation. The agency executed a full suite of services from visual identity to a national publicity campaign. The results were significant, with media coverage secured in major outlets like The New York Times, a dedicated category on Jeopardy!, and a successful ad campaign featuring a PSA with Matthew McConaughey.

LBJ PRESIDENTIAL LIBRARY