Payne, Ross created a new identity for the VDM which was as dynamic and whimsical as a trip to the museum itself. This new image was integrated into many types of collateral including: an annual report, website, fundraising letters, table top displays, etc. The logo and expanded marketing efforts improved the visibility of the Museum, which in turn increased both visitation and membership, accomplishing their goal. Overall, visitation to the museum increased by 9.7%, while membership increased by 6%, making it a record year.

This campaign also generated a renewed enthusiasm for a very ambitious project related to the design and installation of new exhibits for over half of the museum, and jumpstarted the fundraising campaign efforts.