The session will feature examples of museum projects globally, including work with Qatar Museums, alongside other international case studies. Through these examples, 2x4 will demonstrate how branding and spatial communication can shape visitor experiences, strengthen institutional identity, and connect audiences with cultural content in meaningful and lasting ways.
Participating Experts
Michael Rock
Michael Rock is a founding partner and executive creative director at 2x4, where he leads cultural and commercial strategy and brand projects for Apple, Nike, Prada, Chanel, Target, Vitra, JPMorgan Chase, Harvard Art Museums, and CCTV. He is an adjunct professor of Brand Strategy at the Yale School of Management and has held faculty positions at Rhode Island School of Design.
Becca Dunwoody
Becca Dunwoody is a director of strategy at 2x4 where she leads projects across brand strategy, research, and naming for wide-ranging clients. Recent projects include a new strategy and position for Mathaf: Arab Museum of Modern Art, the positioning of a mixed-use urban district in Boston, Massachusetts, as well as brand repositioning for the tourism authority of New York City.
