How might we create clarity, alignment, and momentum across teams to successfully deliver a transformational experience for our guests, community, and supporters?

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Experiential Brand Camp

When one of the country’s leading cultural institutions entered the final phase of the largest transformation in its 100-year history, they needed a way to see the full picture, align across it, and move forward together within a complex system.

The organization was navigating a high-stakes convergence of a major physical renovation, a full brand transformation, and the launch of new visitor experiences.

Limited visibility across teams and a fragmented understanding of how initiatives connected into a unified guest experience created friction across the system, stalling momentum at a critical stage of execution.

We supported the design and facilitation of Experiential Brand Camp, a high-impact, working session built to drive alignment through action.

New Views partnered with senior leadership to create alignment, accelerate decision-making, and drive momentum across the organization while also developing leadership skills inside the work.

Close-up of ocean waves with a calm sea and a pale sky in the background.
Group of smiling people participating in a workshop, with a woman petting a small black and white plush penguin in an office setting.

Images Courtesy of ©Shedd Aquarium/Brenna Hernandez

Two people sitting at a table working on creative projects, smiling, with various supplies, notebooks, and a stainless steel tumbler on the table.

Preparing for Co-Creation + Feedback

Before the session, teams were prepared to share their work through experiential prototypes, not presentations. They were coached to bring early-stage, imperfect ideas and translate those concepts into tangible prototypes. This allowed the teams to focus on the core of their idea, rather than devoting their attention to perfection.

The expectation shifted from presenting finished work to co-creating and evolving ideas together in the room.

Three people at a table in a medical conference room, two of them holding X-ray images of a leg, and one person pointing at the X-ray. The table has documents, a smartphone, and a cup, with a window and a presentation screen in the background.

Cross-Functional Collaboration

A cross-functional group of 45 leaders came together in a live, interactive working session designed to share ideas through experiences, co-create, and build alignment in real time through rapid prototyping, feedback loops, and collaboration across diverse teams and perspectives.

Participants gained system-level visibility into major experience initiatives while identifying gaps, generating new ideas, and prioritizing what mattered most.

Three people stand around a table with measuring cylinders, indoors, smiling and engaging in conversation, with a wooden wall and a presentation screen in the background.

Leadership Development + Recognition

The experience doubled as real-time leadership development, equipping participants to distill complex ideas, build experiential prototypes, and give and receive feedback that strengthened progress. Teams presented to stakeholders across the organization and iterated in real time across functions.

Teams were elevated, given space to showcase their contributions, and re-centered as critical to the organization’s success.

The Impact

Shared Visibility + Momentum

Teams gained a clear, shared view of how their work connected, breaking down silos and aligning around a cohesive direction.

15 Guest Experiences Refined

15 learning experiences were refined in real time through cross-functional input, resulting in more cohesive, actionable, and system-aware concepts

45 Leaders Supported

Energy, confidence, and accountability increased, shifting teams from isolated efforts to shared ownership and forward movement.

  • Group of women laughing and smiling at a conference table in a room with a large aquarium in the background.

    "This was one of the top 5 days of my career.”

  • A young woman with glasses and a name tag serving seaweed salad at a table during an event.

    “I finally understand how everything connects and wish we had more days like this.”

  • Three people sitting at a table, smiling and laughing during a meeting or presentation in a bright room.

    “How do we make our culture like this?"