About Us

About Serrell & Associates

Since 1979, Serrell & Associates has provided interpretive graphics, evaluation, and conceptual planning for exhibitions of all sizes and types of museums (see Clients). The Associates have included designers, other evaluators, exhibit developers, and editors on an as-needed basis.

After years of many small and large projects, visitor studies, and publications (see Writings), S&A is moving in a new direction. The emphasis is now on mentoring, teaching, and sharing knowledge and discussions about research and practice with other museum professionals and museum studies students (see Workshops).

About Beverly Serrell

Beverly Serrell garnered valuable in-house museum exhibit experience as head of a museum education department for eight years. Before that she taught high school science and worked as a biological research lab technician.

Probably best known as the author of Exhibit Labels: An Interpretive Approach, Beverly’s communication and evaluation philosophies extend far beyond the realm of labels. Her work in exhibit planning and evaluation supports the evolution from knowledge-based, artifact-laden displays to narrative-based, visitor-centered experiences. She operates on the belief that visitors are motivated, interested people who deserve the very best a museum can achieve.

In 2006, Beverly was selected by the American Alliance of Museums as one of 100 museum professionals for its Centennial Honor Roll of Museum Champions. AAM said, “The honorees have supported the profession and helped make America’s museums places of discovery, inspiration, community, joy, and lifelong learning. They have truly shown leadership to the field and service to the public throughout their careers.” Beverly is honored by and very proud of this designation.

After completing several large evaluation projects in the past 12 months (with the Anchorage Museum, the Natural History Museum of Utah, and the Oakland Museum of California) and extensive workshops with the Huntington Botanical Gardens, plus two new forays into online teaching with AAM and Oregon State University, as well as writing the second edition of Exhibit Labels, she is scaling back to work on smaller projects and her most-favorite activity: leading workshops.