This was a Membership Drive initiative designed to coincide with the movement toward building a new gallery, with the goals of generating public support and increasing revenue. The campaign aimed to communicate to the public that their voice mattered in shaping the Gallery’s past, present, and future. The slogan “Your Membership Matters” was used across Membership materials, but I highlighted the phrase “You Matter” and emphasized it to make the message more personal—a statement of inclusion and community. This was achieved by using the bold weight of the membership font (Mark FF Pro) and differentiating the words “You Matter” in colour from the rest of the slogan.

We rebranded all Membership materials to align with this campaign, including proposing a facelift for the information and Membership desks in the lobby and updating their signage. The admissions desk sported the slogan “We’re So Glad You’re Here” while the membership desk had “You’re Membership Matters” on it.

I redesigned the brochure to be bolder and to reflect the new messaging. The phrase “You Matter” was highlighted using black overlaid with the Gallery’s signature red brand colour. These brochures were distributed across the city, including to Tourism Vancouver and municipalities adjacent to Metro Vancouver, in an effort to reach a broader audience and grow Membership.

We also introduced Gift Memberships that patrons could share with others, and this offering was heavily promoted through an email campaign. I redesigned the Membership cards in red and white, featuring only the slogan on the front, in order to create a strong visual impact and an emotional connection for the cardholder.

The Members Newsletter, Art Makes Us, was also influenced but this by relaunch and vice versa. This campaign led to sustained Membership growth and revenue increases for the Gallery over the following years, while also establishing a more contemporary look, feel, and tone for Membership marketing materials.

Vancouver Art Gallery