Background: As Creative Director at the Exploratorium for three years, I led a comprehensive overhaul of the museum's design approach, brand identity, and visual communication strategies. Upon joining, I identified several key areas for improvement, including the lack of a cohesive brand guide and inconsistent design across various touchpoints.
Key Initiatives and Achievements:
Brand Refresh and Guidelines
Created an initial lightweight brand guide to address immediate needs
Championed the hiring of external agency Collins for a comprehensive brand refresh
Preserved the original logo while introducing a new typeface, color palette, and sub-brand system
Developed and socialized new brand guidelines across the organization
Design System Implementation
Recognized the need for a unified design system for both the website and interactive exhibits
Developed and implemented a cohesive design system, enhancing consistency across all user experiences and improving efficiency
Wayfinding and Environmental Design
Led the creation of a new museum wayfinding system
Activated museum spaces through strategic signage and murals by local Bay Area artists
Team Leadership and Process Improvement
Led and managed a multidisciplinary team of designers, developers, and photographers
Streamlined design team processes for more effective collaboration with stakeholders
Partnered closely with the marketing department on communications initiatives
Design Advocacy
Championed the role of design across the organization, elevating its importance in decision-making processes
Results: The initiatives implemented during my tenure as Creative Director resulted in a more cohesive, efficient, and visually appealing experience for Exploratorium visitors and online users. The new brand identity and design system provided a strong foundation for consistent communication across all channels. The improved wayfinding and environmental design enhanced the in-museum experience, while streamlined processes led to more effective collaboration between the design team and other departments.
This case study demonstrates my ability to lead comprehensive design transformations, manage cross-functional teams, and advocate for the strategic importance of design within large organizations.
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