Marketing: Brand Building & Storytelling

KALEIDEUM MUSEUM

Kaleideum was created when two institutional pillars of child education, The Children’s Museum and SciWorks, decided to merge. Historically, The Children’s Museum focused on elements of play for learning, whereas SciWorks utilized hands-on experimentation and interaction for learning. Now, the best of both worlds live together in a world of wonderment. 

The challenge presented was to unite the two institutions with new branding, including a new name, logo design, visual identity and brand guidelines. 

People go to museums to experience the world in a different light. The name Kaleideum combines the words kaleidoscope and museum. The Kaleideum logo incorporates bold, playful colors to reinforce that this new institution was on the cutting edge of child learning and engagement. The fun, expressive name and moving colors capture the wonder that exists in every room.

The new branding was quickly embraced by the Winston-Salem, NC community. After the reveal, Forsyth County approved a $17MM investment for a new facility in downtown Winston-Salem. SciWorks and The Children’s Museum were already stalwarts of the community, and now Kaleideum has become a North Carolina destination.

Project completed while interning at Wildfire Agency.

Brand Merge & Redesign: “Wonder in Every Room”

Services Provided

• Brand Identity

• Logo Design

• Naming