The only museum devoted to contemporary art in New York underwent a $80M+ expansion, doubling its footprint on the Bowery with an OMA-designed building. After over 40 years since opening, the museum had to re-introduce itself. Working closely with the Board and executive team, I developed a brand positioning for the museum that could build off its heritage mission of New Art, New Ideas while answering what the value of ‘new’ is today. Leading a team, I conducted in depth cultural study and developed a target audience. The resulting positioning and creative platform gave leadership long-term tools to boost brand equity, go after a growth audience, and be responsive to the macro cultural context.