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Norman Rockwell 2.0

By 21 Jan ’12May 13th, 2012Case Studies


Located in Stockbridge, MA, the Norman Rockwell Museum is a dynamic institution that not only preserves and interprets the works of Norman Rockwell for a worldwide audience through travelling and permanent exhibitions, but also seeks to become the curatorial and research center of the history of American Illustration. Kevin Sprague was hired for a 12 month consultancy focused on transforming the institution’s relationship to the internet.


The museum was stuck in a legacy of outdated protocols, systems and perspectives. As a result, this otherwise active organization found itself unable to engage the wider world through the internet effectively. It was clearly not a case of technology but of culture and fluency. Kevin’s task was to change this culture and create a new one that was capable and enthusiastic about engaging with the broader world.


Primary to his solution was introducing and advocating a new belief system:
• Create simple, user-focused and accessible systems
• Free up access to technical advice, education and support
• Create a culture of expression
• Allow for mistakes and exploration
• Internet fluency is a core value of the organization


From a point of being virtually mute on the web, the Rockwell Museum is now a leader in how museums engage the internet to promote their mission, programming and community connection.