The Arab American Museum, located in Dearborn, MI, is the only national museum dedicated solely to the preservation and retelling of the Arab American experience. The project was a collaboration whose scope included a brand refresh and an ad campaign. The brand refresh was to modernize the museum and offer a more appealing attraction for the next generation of Arab Americans to connect with their culture. For our ad campaign we wanted to focus on individuals rather than attempt to paint the entire Arab American experience with a broad brush. The “I aam” campaign is based on interviews with members of the community and exploring how those individuals viewed themselves. Hyper-specific traits almost unique to the individual describe who they are but can be understood and relate to by the community at large.