The Knoxville Museum of Art curates art that shows the world in a different way: through the lens of East Tennessee. By using an intentionally narrow focus, the hope of KMA is to create a perspective that broadens the viewer's understanding of art. Our team led a comprehensive rebrand to better reflect the museum’s mission and vision for art in the region.

Perspective and place.

We developed an identity for KMA that is rooted in a commitment to perspective and place—drawing inspiration from the contrasting valleys and peaks of the Smoky Mountain landscape. The brand’s primary hue was inspired by the exterior of the building itself, which is made out of pink Tennessee marble native to the region.