A fixture in the Los Angeles cultural zeitgeist for decades, the Museum of Tolerance is the biggest center for the memorialization of holocaust victims on the west coast. With this heritage in mind, I chose to shift the focus of the MOT toward inciting action. Tolerance is too often overlooked as an action word; By making the graphic and verbal languages more assertive and compelling, the brand voice carried with it the same reverence for tolerance and acceptance as it always did, but also armed the museum with the call to action needed to instill and establish tolerance.