SGK and The Lewis Museum Unveil Bold Rebrand to Mark 20th Anniversary

Baltimore, MD – September 8, 2025 – SGK, part of the Propelis Group, has partnered with Baltimore’s Reginald F. Lewis Museum of Maryland African American History & Culture – known affectionately in the community as “The Lewis” – on a comprehensive rebrand to mark the museum’s 20th anniversary.

A cultural cornerstone of Maryland and Baltimore, The Lewis is a trusted custodian of African American history, art, and culture, with a special focus on Maryland’s role in the African diaspora.

SGK’s connection to The Lewis began in 2023 through the agency’s Equity Advocates group, with team members regularly volunteering at the museum and contributing time, skills, and resources. After a successful creative collaboration for the museum’s 2024 gala, The Lewis turned to SGK for the rebrand – drawn to the agency’s deep understanding of the museum’s mission and its ties to the local community.

The rebrand aimed to cement The Lewis’s place in the Maryland community for decades to come. A central step was adopting the community’s familiar shorthand – The Lewis – over its full formal name. This shift acknowledged the importance of connecting with younger patrons and new audiences while honoring the enduring legacy of Reginald F. Lewis.

The museum’s existing partnership with Fufu and Grits, a creative studio that humanizes the Black experience through design, provided a rich brand story and tone that guided the creative process. The concept of moving “from the man to the brand” became the guiding principle, redirecting focus from one individual’s legacy to the institution’s ongoing impact and future vision.

The new visual identity centers on “The Crown” – a striking icon inspired by the Black American cultural terms “King” and “Queen.” It represents empowerment, unity, and the richness and resilience of African American culture.

The crown’s geometric design subtly integrates the letters L and M for Lewis Museum, and incorporates the colors of Maryland’s state flag, reinforcing local pride and connection. Its three peaks symbolize the museum’s pillars: knowing your past; celebrating how you reached the present; looking forward to the future.

This icon was intentionally crafted to become an emblem in its own right – flexible across formal, community, and iconic applications.

Terri Lee Freeman, President at The Lewis, said: “The introduction of our new brand, ‘The Crown,’ emphasizes the legacy and the prospects for Black people in Maryland – Greatness! The Lewis tells the story of legacy through its exhibits and brings to life stories of triumph, success, and excellence through our public programming. The Crown makes us stand up straighter and project the importance of telling Black stories and protecting Black history.”

Natalie Burke, Group Creative Director based out of SGK’s Baltimore studio, said: “This wasn’t just a rebrand, it was a chance to help The Lewis step boldly into its next chapter. By the time they entrusted us with this work, we weren’t just an agency – we were part of the family, invested in protecting its legacy and building its future.

“Our goal was to capture everything The Lewis means to Baltimore – its history, its pride, and its role as a gathering place for truth and culture – and express it in a way that inspires the next generation. The Crown is more than a logo; it’s a symbol of belonging, strength, and possibility. We’re excited to see it live and breathe in the community for years to come.”

Michael Meadows, Co-founder at Fufu and Grits, added: “The Lewis holds an essential place in telling the story of African American history and culture in Maryland. At Fufu and Grits, we were honored to help shape the strategy that led to ‘The Crown’, a brand identity that reflects both the museum’s rich legacy and its bold future. Partnering with SGK on this rebrand was a powerful collaboration, and we’re proud to see this vision come to life in a way that honors the museum’s community and cultural impact.”

Explore the complete case study to see how SGK partnered with The Lewis to deliver a brand identity as bold and enduring as the stories it tells: THE LEWIS – Rebranding the Crown Jewel of Maryland’s Black Culture.

SGK is a global brand agency, specializing in creation, content, and experiences across digital, physical, and hybrid spaces. Part of the Propelis Group, SGK helps the world’s leading brands tell stories that forge deeper connections with their audiences – delivering ideas and execution that drive lasting impact.