Lewis approached this project as we do any – armed with research. Anyone (and most do) can admire the looks of a classic American muscle car. We needed to see past the obvious surface beauty. We needed to find out what elements these vehicles (and the overall museum) held that would speak to both connoisseurs and random passers-by. On multiple visits, we worked our way through the entire automotive collection, the parts warehouse, and the shop. We talked muscle cars with the Wellborn family, the staff, and visitors. We established baselines for those who owned, those who admired, and those who dreamed. Some vehicles we sat in while others we followed as they were driven around town. At the completion of our research, we had a complete idea of our target audience(s) and messaging.