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THE CHALLENGE
Rebrand Discovery World, a science & technology museum in Milwaukee, with a flexible brand.
THE OUTCOME
A new brand identity that more effectively targets families & reflects the creative atmosphere of the Discovery World visitor experience.
NOTABLE ATTRIBUTES

discovery world

BRANDING, WAYFINDING
The logo plays with “D” & “W” letterforms, the “W” represents a bright yellow spark depicts the world of discovery being uncovered by creativity.
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COLLATERAL
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ICONS

In accordance with each exhibition, an icon is created to help with wayfinding in the museum. These icons take on half of the Discovery World logo to create different shapes that are associated with that specific exhibition. The icons are seen applied on ID badges (that are also color-coded by floor), elevator signage, floor decals, and within the map. Going along with the idea of the logos representation of “uncovering discovery”, the aspect that is constantly changed among the icons is the element of “what is being discovered.”

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POSTERS

These poster applications further visualize the concept of the logo by revealing one of three elements and materials that can be “uncovered” at Discovery World. These textural photographs give a hint at what can be found at the museum, which hopefully sparks curiosity in those viewing the posters. The photography can also be seen in other areas of the brand, such as on ticket stubs and social media ad applications.

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THE PROCESS
Research was the starting point among this project. It was important to understand the current brand and identify areas that could be reimagined. The next step was creating three differing brand square applications, each having its own idea and concept. Getting to this point, sketches were created by using a word association strategy of listing out nouns and adjectives that encompass Discovery World, and then sketching ideas off of the words brainstormed. Digital application is where these sketches lead me to, where I then adapted and adjusted my physical ideas to create the brand square concepts. After getting feedback, I decided to combine some of my ideas to create what is now the current rebrand. Branding guidelines were created as the brand developed to ensure cohesivity throughout brand applications.
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