Cultural Institutions

Unlocking New Revenue

Cultural institutions hold an untapped wealth of value in their archives, collections, and missions—assets that resonate with today’s conscious consumers. As audiences increasingly seek to align their purchases with their principles, museums, foundations, and historic sites have a unique opportunity to extend their reach beyond the walls of the institution. By translating heritage, artistry, and storytelling into meaningful, revenue-generating products, these organizations can connect their mission to the marketplace in authentic, modern ways.

Airstream x Frank Lloyd Wright

Leading the Way for Heritage Brands

Jewel is a pioneer and innovator in the field of heritage licensing—one of the first agencies to recognize the immense, untapped potential of cultural institutions as consumer brands. We’ve helped museums, archives, and mission-based organizations transform their assets into commercially viable, brand-aligned programs that honor their legacy while generating new streams of revenue.

Tea Forté x NYBG | 5th Anniversary Jubilee Collection

Our Approach

Through a mix of branding, creative development, and licensing, we tailor our approach to each institution’s goals. Some clients engage us for comprehensive programs spanning identity, product design, and partner strategy; others for focused asset development or brand extensions. Whatever the model, we work to bridge institutional integrity and commercial opportunity—helping cultural organizations thrive through creativity that respects their past and fuels their future.

Endstate X MFA, Boston

Areas of Service

Branding

We help institutions define or refine their identity for consumer-facing markets, building a foundation for connecting their story with consumer audiences. This may include naming, positioning, visual identity, and brand architecture that maintains authenticity while translating naturally into products, partnerships, and retail storytelling.

Creative

Our team brings collections to life through artwork, packaging, and product concepts that translate institutional narratives into trend-relevant expressions. From archival reinterpretations to contemporary adaptations, we balance authenticity with commercial appeal, bridging heritage and modern design.

Licensing

We build licensing programs that align the institution’s assets with trusted partners and retail channels. Our team identifies product categories, negotiates terms, and manages creative execution to ensure that every licensed product reflects the organization’s mission and delivers meaningful returns.