Brand Identity
Boston Children Museum Brand Redesign
A playful, trustworthy refresh that celebrates curiosity while feeling modern for families, donors, and partners.
6 weeks
Brand & Visual Design
Figma · 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- Outdated visuals felt disconnected from hands-on exhibits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
- 1Parents valued safety and credibility as much as playfulness
- 2Brand touchpoints ranged from tiny tickets to large banners
- 3Bold shapes aided wayfinding for kids; softer gradients appealed to donors
Design Principles
- 1Playful geometry anchored by clean sans typography
- 2High-contrast palettes with secondary gradients for depth
- 3Modular 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
01
Balancing playful cues with trust signals keeps cross-audience materials coherent.
02
Designing a logo family early avoids downstream layout hacks.
03
Testing color on signage mockups surfaced contrast issues before rollout.