Challenge

Boost the number of visitors to The New Children’s Museum in San Diego, CA with a fresh and innovative brand identity and name. The museum’s vibrant space is filled with immersive exhibits, interactive installations, and engaging programs designed to unlock the boundless potential of every child while fostering a generation of curious thinkers and imaginative problem solvers.

During the 2019 global pandemic, NCM became a beacon of inspiration and education for children, expanding its outreach through digital platforms. The new brand should build on this legacy, continuing to convey its mission accessibly by inspiring young minds to think critically, foster creativity, and develop collaborative skills.

Design Approach

Rebranded as The Museum of Creativity, the brand features energetic colors and playful illustrations that evoke nostalgia, trust, and joy for educators, parents, and guardians alike. This sense of trust is further reflected in its globe-like logo, which reinforces the museum’s mission to educate and inspire children worldwide.

The brand aims to unlock the boundless potential within every child, supported by its double-meaning acronym, “My Own Creation.” Visitors are encouraged to draw on their admission tickets, with the opportunity to have their creations printed on shirts or stickers, making their experience both memorable and personal. This approach emphasizes self-expression and invites children to explore their creativity through art.