Case Study: Transforming Design and Brand at the Exploratorium

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.