Isabelle Willems - Speaker

Rebranding FOMU: A Bold Transformation from Within

Marketing & Communications Manager, FOMU Antwerp

Abstract:

In 2024, FOMU Antwerp undertook a full-scale rebranding to align its socially engaged mission with a bold new visual identity. In this session, Isabelle Willems shares how the process became a collective effort engaging everyone from curators to front-desk staff in redefining how the museum connects with its audiences.

This talk explores the challenges and decisions behind building a brand that reflects not only FOMU’s values but also its day-to-day practice. Through internal collaboration, vulnerability, and ambition, the museum succeeded in creating a brand that is both authentic and impactful. The result is a contemporary identity that resonates with long-time visitors while attracting a younger and more diverse audience.

About Isabelle:

Isabelle Willems has served as Marketing & Communications Manager at FOMU Antwerp since 2008. She has led campaigns for major exhibitions featuring artists like Cindy Sherman and Lee Miller, and consistently develops innovative communication strategies that engage wide audiences, even on limited resources.

Her leadership in the museum’s 2024 rebranding process exemplifies her focus on strategic communication, audience development, and inclusive engagement. With a deep understanding of brand storytelling, Isabelle continues to shape FOMU as a forward-thinking and socially relevant institution.

🎟 Join us at CTA Amsterdam 2025 to explore how branding can become a powerful, mission-driven tool for transformation.
📅 17–19 June, 2025