Royal Ontario Museum: Immortal

As the world moves beyond the pandemic, a new ROM (Royal Ontario Museum) is emerging, one that will change the way people think about the role of the museum and its place in the city. As part of this transformation, today, ROM unveils a dynamic new brand voice and a powerful film. This new brand signals ROM's intention to open its doors wider to a new generation of museum-goers and help build back culture in the city and province. Two years ago, ROM kicked off the journey of revitalising its brand to match the transformation happening within the museum's walls, with the help of Toronto's creative community.
Agency: Broken Heart Love Affair

As culture sector leaders, ROM is dedicated to changing outdated perceptions of the museum and ensuring Ontario’s future generations see ROM as a central cultural experience for them, a place of belonging, a place where people come to better understand the events shaping our world today. The brand platform was designed to articulate ROM’s bold vision and to disrupt the way people think about the Museum. Ultimately communicating to audiences that ROM is an institution that will ask the big questions, invite discussion, and present stories through multiple perspectives. ROM collaborated with agency partner Broken Heart Love Affair (BHLA) to develop this new brand platform and launch campaign. To bring the Museum’s new brand platform, ROM Immortal, to life, the Museum commissioned Toronto-based filmmaker Mark Zibert, in collaboration with Broken Heart Love Affair’s Carlos Moreno and Denise Rossetto. This artistic expression of the Museum’s bold vision sets the tone for a new way of thinking about the Museum. The film chronicles the story of existence and reflects the scale of ROM and its collection. It is an important record of who we are, the marks we leave on ourselves, each other and the world.