From our research, we found that the Critters play a big role in identifying their uniqueness and voice as a brand: a symbol of their playfulness and creativity. After deeper research and visiting the museum in-person, we found there was a disconnect between the backstories of the Critters and they were treated more like elements of decoration rather than contributing more to the story and overall experience. Also, there was inconsistency as some of the names were outdated in the files.

We decided to give the Critters a defined purposes as brand elements. Assigning each critter to an exhibit can help with wayfinding, branding consistency, and color coordination.
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→ Characters as a system
→ Dimensionality/Dynamic
→ Creating purpose as branding elements
→ Consider potential new additional Critters?

CCM is for the whole family; balancing child-friendliness with sophistication. They want to be inclusive and hope that even the parents and caregivers who are visiting the museum will enjoy the experience along with the children.

To reflect CCM's decision to focus less on the “childrens” aspect and more on “creativity", we refreshed the logo in a subtle manner. This informed the brand refresh with a minimal change to their existing logo that reduces the size of "Children's" in half of the height to emphasize more "Creativity Museum." We added the refreshed Critter characters to the logo lockups with various versions to choose from.
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→ Reflecting CCM core values
→ Incorporating CCM Carol and Henry’s feedback
→ Using brand guidelines to expand the applications of logo and brand colors
→ Giving CCM defined instructions for use of elements

All the names of the exhibits existed on the same level; there was no hierarchy, just so many names. However in reality, there was a sense of hierarchy that was just not clarified enough. There were different names of the same exhibit between the online website and the in-person exhibit. (Example: "Digital Flower Garden" online vs. "Community Garden" in-person)

Before designing the map, we established a hierarchy to organize the different levels of exhibit names. Carolyn Kim worked on researching and establishing this hierarchy and created an organizational diagram of the exhibits in the gallery spaces of the 2 floors and outdoors. This would inform the map design and make it easier to understand the overall structure.
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→ Emphasize color-coordination for easy navigation
→ Use new Critter designs and personalities as touchpoints for wayfinding
→ Expanding map information to better convey CCM’s identity and values

CCM didn't have a printed map before. We referenced the fire escape plan, architectural elevations/layouts, and personal measurements upon our visit to the museum.

We established a hierarchy to organize the different levels of the exhibit names. We suggested that they have colored accent walls in the designated color along with white text signage for all the gallery spaces. We also suggested 4 directions for an interactive map wall, but didn't implement it as the scope was too large for the project and we prioritized other things first.

→ Emphasizing a cleaner/more sophisticated look
→ Using branding colors for clearer wayfinding
→ Use spatial design in navigation

Through the use and expansion of our systematic approach and the guidelines we developed, we can develop collateral that feels cohesive. Including an animated logo, front desk motion graphic, Critter posters, and marketing flyers.

We presented several possibilities for future extensions.
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→ The modularity of our new system allows for alterations; if exhibits change, it will be easy to alter our deliverables.
→ New critters can be created.
→ Our signage system could be integrated into other museum posters.
→ Potential for additional Critter poses and personalities.
→ Turning the interactive map wall idea into a reality.

This project started in Spring 2023 at TBD* at CCA: a student-run in-house graphic design studio that works pro-bono with Bay Area nonprofits and organizations. Through TBD*, Carolyn Kim and Sam Beutelschies partnered with Children's Creativity Museum for the course of the semester focusing on branding refresh, which then extended into contracts for further projects, encompassing implementing the new design system, marketing, signage, print collateral, and merch design.

Design Strategy: Carolyn Kim, Sam Beutelschies
Critters Illustrations: Sam Beutelschies
Logo: Carolyn Kim, Sam Beutelschies
Animated Logo: Sam Beutelschies
Wayfinding System: Carolyn Kim, Sam Beutelschies
Map Final: Carolyn Kim
Floor Vinyl Sticker: Carolyn Kim
Signage: Carolyn Kim, Sam Beutelschies
Welcome Video: Sam Beutelschies
Rack Card: Carolyn Kim, Sam Beutelschies
Rack Card Mini Map: Carolyn Kim