AssignmentRebrand Providence’s beloved children’s museum.
Many misunderstand the importance of play in child development. We needed a brand system that could help people see play differently.
challengeapproachWe examined play through the eyes of a child and infused our brand system with the imagination that makes play magic.
Play isn’t a break from learning. It’s where learning begins.
The Providence Children’s Museum has been a cherished resource for children and families for decades. In addition to a physical museum where visitors can learn and play together, the PCM provides programming for schools and does advocacy and research that champions the power of play.
When PCM asked us to rebrand the organization, we did our own research to understand what everyday people thought of play. We learned that many adults viewed play as something to keep kids busy, not to shape who they become.
That’s when we knew one serious logo was not the answer.
But 18 playful logos was. Each was inspired by a unique mode of play: building, dreaming, exploring, pretending, etc. This identity system is flexible, rooted in imagination, and shows the many faces of play. And it came alive on the museum walls, their new website, and in the minds of the families who walk through their doors ready to play.