To compensate for the Orlando Museum of Art’s rapidly shrinking consumer base of conservative, aging members, we created monthly themed events to appeal to a younger, more diverse demographic. With an unprecedented campaign of print ads and posters, the Museum challenged audiences to see what all the hype was about. Combining a unique graphic identity with messages that pushed the envelope, the exhibitions attracted artists and attendees from both coasts of Florida, tripling Museum attendance, doubling membership, and gaining recognition by local press as the city’s best social scene.