Red Deluxe Brand Development

Room 306

The world was changed forever when Dr. Martin Luther King was assassinated on April 4, 1968 outside of room 306 of the Lorraine Motel. Over the next 20 years, a growing number of supporters joined the cause of preserving the site both as a shrine to Dr. King and the broader mission of educating subsequent generations about the civil right struggle. In 1991, the National Civil Rights Museum opened on the site. Since then, more than three million people have visited, which has taken a toll on the facility and its 40,000 square feet of exhibits.

The museum’s leaders are making plans for the next chapter in the life of this vital institution, and they have been working with a team at Red Deluxe to develop a one-of-a-kind kit that lays out that vision. Designed with the top tier of national supporters in mind, the sweeping piece makes the case for this extraordinary institution.