INDIANAPOLIS - Beginning Monday, the 152-acre campus where the Indianapolis Museum of Art is located will for the first time have a name. In addition to the IMA, Newfields, a Place for Nature and the Arts includes the Virginia B. Fairbanks Art & Nature Park: 100 Acres, The Garden, Lilly House and multiple performance venues. During an August unveiling, IMA officials said the identity is the result of extensive testing and high approval from its target audience.

IMA Chief Executive Officer Charles Venable calls the Newfields brad "a celebration of our past and a commitment to the future." The concept was refined through initiatives during the last two years that included development of a 10-year strategic plan and a $10 million Lilly Endowment Inc. grant that created an innovation fund supporting marketing, community engagement and land use research.