CHILDREN'S CREATIVITY MUSEUM by Landor New York for Children's Creativity Museum

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CHILDREN'S CREATIVITY MUSEUM

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Industry Museums & Libraries
Media Design & Branding
Market United States
Agency Landor New York
Creative Director John Besford
Released October 2011

Credits & Description

Category: Public Spaces
Advertiser: CHILDREN'S CREATIVITY MUSEUM
Product/Service: CHILDREN'S MUSEUM
Agency: LANDOR ASSOCIATES
Creative Director: John Besford (Landor Associates)
Senior Manager/Verbal Branding: Jason Bice (Landor Associates)
Executive Director/Verbal Branding: Jen Jordan (Landor Associates)
Senior Designer: Junko Maegawa (Landor Associates)
Production/Clay Animation: Children's Creativity Museum Team (Children's Creativity Museum)
Media placement: Pro Bono Brand Program - Interiors And Collateral - 1 October 2011

Describe the brief from the client
Zeum had been trying for years to broaden its audience to include children 5 years of age and under, but had no real differentiating factors to motivate parents to bring their younger children to visit. Realising this, Zeum leadership sought Landor’s help to create a new name and identity.

Describe the challenges and key objectives
“What's a Zeum?”, “What do I do in one?” These were just 2 of the many questions asked of the 13-year-old San Francisco children's learning institution as it struggled to broaden its appeal and acquaint people with who they were. With that understanding, Landor identified 2 primary goals the new name and identity needed to accomplish: it had to be descriptive enough to indicate who it was for, and visually exciting to the audience.

Describe how you arrived at the final design
After several site visits, the solution for the identity become obvious. The children Landor observed took great delight in making clay animation and we decided to create an identity that reflected their delight.

Give some indication of how successful the outcome was in the market
The Children’s Creativity Museum held a grand opening event in October 2011, and with more than 5,000 visitors in attendance, it was an exceptional success. That success has led to some very tangible results: The Children’s Creativity Museum has seen a 36% rise in weekday attendance, a 43% increase in website traffic from 1 year ago, and a 49% increase in the average number of new members who join each month.