What had to be done: The museum lacked any modern branding at the time of its appeal, although the collection and passion for preserving and developing heritage by the staff was amazing and inspiring. The employees were inspired by the recent rebranding of NAMU, Khanenko Museum, Odessa Art Museum and wanted the same for their brainchild. What was done: Conducted an in-depth interview with the director of the museum, developed a communication strategy and new positioning, new logo and basic identity. What does a person want to say when visiting the KPI Museum? Wow! Seriously!? I would never thought. People who visit this kind of museums are people who involuntarily gravitate towards knowledge and those who understand the value of the real, not the virtual world, where historical objects matter, where you can touch, taste, understand. Insight: “I want to try, find out how it works, understand. I want to know!"