Smithsonian Office of Digital and Innovation
Innovative Strategy for Smithsonian’s First Cross-Institutional Initiative
Bringing Kaleidoscope to Life
Forum One was selected as the Smithsonian’s digital and strategic partner to bring the Kaleidoscope project to life. What began as a loosely defined “tour” of in-person and virtual stops quickly evolved into a dynamic, omnichannel experience that would connect with audiences in innovative and meaningful ways.
To ensure the project resonated with its target audience, we began with in-depth research. We reviewed existing audience data and gathered our own, including a survey of 540 individuals aged 18-30. This research revealed key insights into how younger Millennials and Gen Z consume media, perceive the Smithsonian brand, and engage with cultural institutions. One critical finding was that a traditional website alone would not be enough to capture the attention of this demographic. Instead, we needed to meet them where they already were—on social media platforms and streaming services.
Equipped with these insights, we refined the project’s focus to amplify the resilience of this generation, using stories, objects, and media from across the Smithsonian’s collections to inspire reflection, connection, and action. The concept of resilience was explored through the lenses of art, history, science, culture, and communities, creating a rich tapestry of stories that reflect the challenges and triumphs of past and present generations.
At the heart of the initiative is a bilingual website (English and Spanish) that serves as a digital hub, allowing users to explore the exhibit, share content on social media, and discover connections across Smithsonian museums. Every element was designed to reflect the brand identity we created for Kaleidoscope—an identity co-created with Gen Z and younger Millennials to ensure authenticity and relevance.
