Case Study
A President People Thought They Knew & A Story They Didn’t
CLIENT NAME: LBJ PRESIDENTIAL LIBRARY
SCOPE: BRAND IDENTITY
CAMPAIGN: BEYOND THE PRESIDENCY
The Situation
You can walk through America and find Lyndon B. Johnson’s fingerprints almost everywhere. Voting rights. Civil rights. Public television. Medicare. Education funding. As the LBJ Presidential Library prepared for a major renovation, there was an opportunity to reconnect a new generation with a legacy hiding in plain sight.
The Approach
We shifted the story from the library itself to the impact beyond its walls. Through a new brand identity, integrated campaign, and community-wide storytelling effort, we invited people to see Lyndon B. Johnson as a community leader whose influence continues to shape everyday life.
Summary
Austin Knows A Big Personality When It Sees One
LBJ was many things. Reserved wasn’t one of them. Neither is Austin.
The new identity embraced the confidence, scale, and presence of a presidential institution while creating a system flexible enough to connect with visitors, donors, students, historians, and first-time guests. From the library to the foundation and beyond, every piece worked together under one unmistakable voice.
History Doesn’t Belong Behind Glass
The creative platform focused on a simple truth: the most important parts of LBJ’s story didn’t end when his presidency did. Across outdoor, print, broadcast, and digital channels, the campaign challenged audiences to look beyond familiar images and reconsider the impact of a leader whose work continues to shape communities across the country.
Some Stories Need A Texas Accent
When the conversation turns to Texas icons, the list gets short pretty quickly. To help tell the story, we partnered with Academy Award-winning actor Matthew McConaughey on a broadcast PSA designed to spark curiosity around LBJ’s enduring legacy.
