Missouri Historical Society

Find Yourself Here


How do you inspire people to engage in history without seeming like you’re imploring them to eat their vegetables? This is what the Missouri Historical Society tasked UPBrand with: Elevate awareness among more audiences for all three MHS entities, clarifying their positioning and relaunching their brand in the marketplace.


  • Clarify and refresh the brand architecture and identity
  • Elevate awareness of Missouri Historical Society and its entities
  • Increase engagement with Missouri Historical Society entities
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The rebrand and website overhaul has achieved exactly what the organization set out to do: increase first-time visitors, particularly among a younger demographic, and invite users to engage with web content. The work has also been recognized across the city, by the public as well as publications like the St. Louis Post-Dispatch


  • 15% Increase

    First-time Museum Visitors

  • Reached New Demo

    Shifted Visitor Demographics to 18-44, from 45+

  • 45% Increase

    Average Website Session Duration

  • 18% Increase

    Page Visits per Session

  • 14% Decrease

    Bounce Rate