MUSEUM OF
POP CULTURE
REBRAND
Museum of Pop Culture / 2016
Team / Logo: Matt Cole, Jeffrey Underwood + Melissa Robinson / Art Direction + Design: Jeffrey Underwood + Melissa Robinson / Design: Sabin Arditty / Photography: Brady Harvey
Deliverables / logo / identity / brand guide / business papers / outdoor billboards / display banners / print + digital promo materials / swag / environmental signage / print + digital event signage / launch event program / website re-skin / museum map + guide
Recognition / 2017 American Advertising Awards Seattle, Integrated Campaign, Gold ADDY / 2017 American Advertising Awards District XI, Integrated Campaign, Gold ADDY
In fall 2016, EMP Museum was renamed to Museum of Pop Culture (MoPOP) to better reflect its evolving mission and broader focus on contemporary popular culture. The transition required the development of a new visual identity and the coordinated rollout of a reimagined brand across every public-facing touchpoint of the institution.
Working closely with museum leadership, I helped lead the development and implementation of the museum’s new identity system across institutional, promotional, digital, and environmental applications. To build alignment around the rebrand, we developed and applied the identity across a broad range of real-world touchpoints, using those applications to refine the system and help stakeholders evaluate not only the logo itself, but the broader vision for how the institution would present itself moving forward.
A defining challenge of the project was both scale and timing. The complete visual program was developed, produced, and deployed within a two-month window, culminating in an overnight transformation of the museum and a public unveiling event. The result was a cohesive institutional rebrand delivered simultaneously across hundreds of physical and digital touchpoints, establishing the foundation for the museum’s next chapter.
