The Insight
They were known for their strength in play-based learning but were trying to appeal to all children up to age 10. By trying to appeal to all learning needs of different age groups, they were spreading themselves too thin, with a brand that lacked focus and strategic alignment.
This diluted their core mission and made it harder for their unique strengths in early childhood learning to stand out. We helped them understand that by focusing on their expertise with young children, they could draw in families from across the Bay Area who value high-quality, play-centered learning experiences for early childhood.
The Journey
Involving everyone in the museum’s brand work was a first for them. This inclusive approach turned the brand into something each team member could genuinely own, creating a deeper connection to the mission. The collaborative process didn’t just yield a stronger, community-centered brand; it brought forth values—especially “Lead with joy”—that transformed the museum’s culture. Now, this core value is felt at every touchpoint, crafting an experience that resonates with the entire community.
The Impact
The brand we crafted clarified their identity, leading to a bold visual design that brought the joy of play to life. Their new website breaks the mold for museums, translating their in-person experience into a unique, impact-focused digital platform that embodies their values. Together, the museum and its community are excited and ready for the next chapter.
I love how your approach not only involves the board in creating the strategic plan, but in delivering on it. This was a great outcome, and everyone feels really inspired about our work’s increased impact on the children of our broader community.
Kelly McKinley, Chief Executive Officer at Bay Area Discovery Museum