Changing Expectations

The 2019 Association of Midwest Museums Conference in partnership with the Michigan Museum Association, wanted to tackle the complex realities of museums today. In thinking about ideas of change, pushing and pulling, friction, and community, this brand takes on the visual of the traditional idea of a museum being split apart to make space for new ideas, technology, voices, and conversations. My role was to design an identity that could be used by both organizations during the marketing leading up to and the execution of the conference, as well as design assets for digital platforms.


Association of Midwest Museums

The Association of Midwest Museums (AMM) works to connect museums across the eight-state region of the Midwest, including Illinois, Indiana, Iowa, Michigan, Minnesota, Missouri, Ohio, and Wisconsin. Their mission is to strengthen museums in the Midwest by providing nationally relevant, regionally specific programs, products, and networking opportunities. Through programs and activities, AMM encourages professional standards for all areas of museum administration and provides cutting-edge information and resources to museums and cultural institutions in the Midwest and the greater museum community. Their annual conference, hosted in a different state each year, draws over 400 museum professionals from the Midwest for several days of professional development, networking, and fun. 

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Concept & Use

This project uses collage elements to depict the many ways museums are pulled and pushed by societal changes and community needs. Rather than having them swallow up the museum, these new ideas and agents of change come out of the foundations of what museums have already built. While meant to be primarily celebratory, this concept also tells a story of complexity and is more explicit with the subject matter.

Collage elements have been combined with hand drawn texture to reflect a frenetic energy and the chaos of change. At times, these lines can act as string, tying pieces together and providing connection despite differences.The typeface used is Helvetica, allowing for ease of access by all involved in creating collateral, as well as providing stable type as the base for all visual elements. Finally, additional grounding pieces include strong lines and bounding boxes (both of which never fully confine the visual elements), and color blocking. The color blocking is an important part of the identity as it brings order to the very complex visual narrative.

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