Brand identity
Boston Children Museum Brand Redesign
A playful, trustworthy refresh that celebrates curiosity while feeling modern for families, donors, and partners.
Role: Brand & Visual
Design
Duration: 6 weeks
Tools: Figma, Adobe
Illustrator
Challenges
- Outdated visuals felt disconnected from hands-on exhibits.
- Logo lacked flexibility across digital and print.
- Colors and type did not scale to signage and merchandise.
Goals
- Express curiosity and play without losing credibility.
- Create a modular logo system for large and small uses.
- Build a color/type kit that stays legible for kids and adults.
My focus
- Brand audit & positioning
- Visual identity system
- Applications: signage & merchandise
Research insights
What I learned
- Parents valued safety and credibility as much as playfulness.
- Brand touchpoints ranged from tiny tickets to large banners.
- Bold shapes aided wayfinding for kids; softer gradients appealed to donors.
Design principles
- Playful geometry anchored by clean sans typography.
- High-contrast palettes with secondary gradients for depth.
- Modular grid for fast layout across posters and merch.
Solution highlights
Modular logo family
Stacked and horizontal marks adapt to tickets, signage, and digital banners.
Color built for kids and guardians
Primary palette punches through in crowds; neutrals keep donor materials elegant.
Merch & signage ready
Grids and iconography scale across wayfinding, totes, and wearable swag.
Identity system
Key takeaways
- Balancing playful cues with trust signals keeps cross-audience materials coherent.
- Designing a logo family early avoids downstream layout hacks.
- Testing color on signage mockups surfaced contrast issues before rollout.