Research-1.0
1.1 History
1.2 SWOT Analysis
1.3 Creative Brief
1.4 Persona’s
Development-2.0
2.1 Audit / Design Research
2.2 Logo Development
2.3 Toolbox
2.4 Concept Designs
2.5 Guerrilla Thoughts
Style-3.0
3.1 Logo Design-Consumer
3.2 Logo Design-Experiential
3.3 Logo Design-Corporate
3.4 Logo Design-No-No’s
3.5 Color / Type
3.6 Textures
3.7 Photography
3.8 Mascots
Solution-4.0
TransMedia Storytelling
4.1 Guide to Iconography
Consumer
4.2 Web Public / Kid Only
Experiential
Phase I
4.3 Billboards / Direct Mail
4.4 Guerrilla
4.56 Print / Web
Phase II
4.6 Experiential
4.7 Guerrilla / Print
4.8 Video / Photography
Phase III
4.9 Print / Web
4.10 Print Media /Book
Corporate
4.11 Collateral
References-5.0
Media Designer-6.0
The Research
By reviewing industry trends it was apparent that their has been a dramatic decrease in museum attendance, primarily due to the harsh economy. In addition the name “museum” has a cold and untouchable reputation.
To address the decrease in attendance and to change the reputations of museums, three individual champaign’s have been made, addressing the specific needs. The re branding and solutions presented will accelerate the growth of the museum while changing minds one fan at a time.
A big idea is one that picks up force and speed because its element of surprise changes habit or point of view.
-George Lois
The Creator
The City Museum(Urban Adventure Museum) doors opened in 1997 to critical acclaim, created by Bob Cassilly. He created a world of wonder created by re-purposing histories relics inside of the 600,000 sq. ft. International Shoe Building, that Bob bought for pennies on the dollar and found a place to build his dreams.
The museum, from the beginning it was different, being built from found objects, re-purposed elements both large and small.
The museum is not a traditional museum. Built without the barrier ropes, inspiring the visitors to
touch. Filled with many wonderful exhibits, built using relics from the past and present.
Exhibits that include gargoyles, architectural details, oddities, dragons in caves, a circus, slides and much more. It is a place where kids can put down their electronic devices and enjoy themselves for hours.
Climbing, sliding, crawling, jumping, hiding indoor and out.
The Future
The certainty of the future of the museum became unsure when the creator, Bob Cassilly was killed while working on one of his ideas. The museum is a non-profit organization, so the emphasis will be on the project development and growth that the museum needs. Continuing to recreate Bob Cassilly’s vision.
Continuing to engage the visitor’s and create that place where they want to learn about history, while playing amongst the seemingly endless relics found throughout his worlds of wonder.
Uban Adventure Museum is a place that is no doubt unique and will continue being a museum that is unlike any other museum in the world. Always building, adding new worlds to interact with. Their are
20 artisans that are on staff are ready to continue building Bob Cassilly’s dream.
This project book will revitaize confidence in the future of the museum. Ensuring the fans that the museum will continue building, continue building his dream.
Industry Sector
Education: Cultural Entities
State of the Industry and Relevant Issues
Museums across the country saw a slight decrease in attendance as most, and had to raise their prices due to the recession. Families have decided for the past few years to take “staycations”, which meant vacations locally. St. Louis, Missouri has this museum.
Name of Selected Company and Overview
The Urban Adventure Museum is a different museum that is always building. They have a team of 20 artisans working throughout the year constantly adding to the museum. At the museum you see people(mostly kids) climbing, crawling, jumping, swinging, riding, hiding on what was built. Interacting with the relics. Bob Cassilly wanted to create something with the idea of “learning through play(City Museum, 2012)”.
Strengths
• 600,000 sq. ft. of space
• 20 artisans building everyday
• Outdoor museum areas
• Brainchild of internationally acclaimed artist Bob Cassilly
• Philosophy-”Learn through Playing”
• Overnight events
• Hands-On-History museum
• All ages can enjoy
• Kids put down their iPhones and engage.
Opportunities
• Numerous areas of museum to consider to promote
• Niche promotions such as those who are visually impaired to “touch” the museum
Weaknesses
• Brainchild Bob Cassilly passed away unexpectedly in 2012
• Admission is higher
• Environment is rugged and occasionally injuries have happened
• High insurance
• Parking limited
Threats
• Litigation due to injuries
• Creative direction is in question due to loss of Bob Cassilly
Target Audience
-7-15 years, 2nd Tier:Active Teenagers & Adults
Similarities to Competitors
• One-of-a-kind Museum
• Educational Programs
Differences from Competitors
• Hands-on-History Museum
• Outdoor museum areas
• 600,000 sq. ft.
• 20 artisans building everyday
• All ages can enjoy
Onliness Statement (USP)
The Urban Adventure Museum is the “Hands-on-History”museum. A museum for all the senses.
Client
Urban Adventure Museum
Project
Increase attendance and change the perception of museums.
Tenets
Extreme, Exploration, Unique and Adventure.
Present Strategy
Sit back and wait for them to come.
Future Strategy
Go out to the suburbs and bring the museum to the target demographic of 7-15 years.
The Urban Adventure Museum is located in the heart of downtown St. Louis, Missouri. The museum is unique and stands out amongst it’s competition. It is a world of wonder that allows it’s patrons to climb, crawl, run, jump, hide in and on the exhibits. Urban Adventure Museum is a museum for ALL the senses, a place to explore the remains and relics of the past and present. The museum entices it’s visitors, promising them an adventure around every nook and cranny.
The project creates a world that reflects the museum and takes it to the suburbs. Creating
The mobile experience will make use of the 20 plus artisans on staff to create it. Creating something that the youth will interact with, that has never been seen before. It will allow interaction of the exhibits and the websites will be equally as interactive. From the logo, website, billboards, printed material to the guerrilla and experiential approach, the campaign will entice the visitors.
The objectives are to get those young visitors to want to see more. To come to the museum and explore the remains. Changing the way that everyone views museums,
and change their expectations.
By creating a visual and verbal campaign that reflects the world that it promotes. Making use of the elements(relics) that the museum is built upon. A visual world that the 7-15 years old deomgraphic will be attracted too and who are motivated by the fear of being bored, wanting to always see and do something different. Viewing the idea of a “museum” in a different light. Changing the idea of what a museum is and what it should be.
Urban Adventure Musem, Explore the Remains!
Jake L.
Jacob is an excitable boy, always looking for an online world challenge to conquer. Online gaming is his primary entertainment and addiction, with games including League of Legends(LoL), Minecraft, Grand Theft Auto(GTA) and Call of Duty. He is just entering high school in the county public school system and just beginning to notice girls, or at least acknowledge their existence. His social life consists of interaction during school and sports. He enjoys sports, but traditional sports like baseball and football don’t interest him. His music tastes are typically pop styles such as Lorde and Daft Punk with occasional heavy metal songs in the mix. Jacob is slightly overweight, likely due to minimum sports activity. Jacob’s online gaming is throughout the year, with increased activity during winter and spring breaks and the majority of the day during the summer. He is in constant contact with his friends via online or iphone texting. Verbal and textual communication between each other is often a altered english lingo incorporating gaming terminology such as “newb”,”xcellent”,”idk”, etc... He believes that “A world without gaming, is very boring”.
Isabellah R.
Isabellah is an energetic, curious and happy young girl brimming on the edge of puberty. Her life is Saint Louis county consists of attending public schools during the fall, winter and spring months. Her winter and summer breaks are filled with slumber parties at the home of the girls parents who feels the most guilty for chasing the American dream and working outside their home. Her time is filled with friends, electronic devices, gymnastics, basketball and any time in between (typically during car rides) complaining of boredom. Throughout the year she reads S.A. Bodine books, giggling at the 15 second videos posted on the Vine, playing Minecraft, watching music videos and catching up on her favorite tv shows such as The Walking Dead and Doctor Who. She still has to be told that taking a shower is a mandatory daily activity (even if she isn’t with her dad), and that includes changing all of her favorite clothes. Her favorite t-shirt to date states across the front, “I’m bored!”, and that is her hourly fear.
Development
It is essential during the development stage that the museum be re-branded to create an identity that reflects the spirit of the museum. In addition, creating three distinct categories within the brand. Each having a purpose and promoting to three tiers of demographics. Those at the museum, the corporate crowd who enjoy donating and finally the youngsters out in the suburbs who are just bored. Also, creating a toolbox that is simple and easy to understand when putting together promotional material. And finally, to follow many of the initial ideas, trying to find that zag.
LISTEN, UNITE, THEME, CONCEPT, EAT THE AUDIENCE, FILTER, and JUSTIFY.
-Hillman Curtis
Communication Audit
The existing logo for the museum does not meet the standards that are necessary when establishing a brand. In addition the name City Museum” is vague and needed a name that represented the museum. Urban Adventure Museum was created. The local and national competitors reflect the expectations of a traditional museum. The existing logo is also unprofessional and doesn’t reflect the museums characteristics.
Logo Inspiration
The designs filled with excitement found in the logos number 3 and 9 are essential. The stability of number 2, 5, 7, 8, and 12 are necessary for solid credibility. The youthful and unexpected appearance found in number 1, 4, 6, 10 and 11 is the final element that will make the Urban Adventure Museums logo potential excellent.
Logo Development
The inspiration was drawn from the exhibits found throughout the museum. Each element unique and distinct. In addition the rugged images inspired by street art combined into some very effective logos that are youthful, energetic and appropriate. Three categories were developed. First category was for the museum itself, mobile experience and for corporate fund raising.
Designer’s Notes
By evaluating the competition and identifying the differences, a unique look and feel was developed. Employing elements from the museum, high-end photography, primary and secondary colors, mascots that introduce the promotion and a logo and supporting typefaces that enhance the image of the museum.
Billboards + Mobile Websites
Billboards and mobile websites are essential to communicating to the demographic. Billboards will help get the word out, that the Urban Adventure Museum Xperience is coming. The mobile website create a brand essence while employing the youthful demographic.
Ideas
Numerous ideas were incorporated into the development for Urban Adventure Museum. Inspired by dramatic ideas created by Nike, Coke, to Hakka war dances that just happen across the county. In addition the interaction that theme parks have with their visitors helped confirm the direction that was needed for and incredibly unique approach in branding the Urban Adventure Museum.
Visual Communication
The Urban Adventure Museum will have a visual communication that is memorable and have a stunning impact on the viewers. The strength and singularity will provoke further investigation and promise a world to explore that is quite wonderful. The graphics will in combination create a ruggedness that will stand out amongst the competition. This look and feel will reflect the attitude of the museum, being independent, rare and in a category of it’s own. As Wheeler states “The best brands speak with one distinctive voice” (Wheeler, 2013). This voice will make a promise to the curious that Urban Adventure Museum is a destination that won’t be forgotten for years to come.
You should be able to cover up the logo and still identify the company because the look and feel is so distinctive.
-Michael Bierut
Consumer Logo
The logo usage must conform to letter placement, size variations, tag line location and colors specified. Used ONLY in promotion of the home location of the museum.
Consumer Logo with Shield -black/split fountain
The logo must conform to letter placement, size variations, tag line location in relation to crest. Logotype is a solid black.
Consumer Logo Horizontal
The logo must conform to letter placement, size variations, tag line location and colors specified.
Experiential Logo
The logo must conform to letter placement, size variations, tag line location and colors specified. Logos used ONLY in conjunction with mobile events.
Experiential Logo -
Experiential Logo Initialed
The logo must conform to letter placement, size variations, tag line location and colors specified.
Experiential Logo Initialed
Experiential Logo Horizontal - black/red
The logo must conform to letter placement, size variations, tag line location and colors specified.
Corporate Logo
The logo must conform to letter placement, size variations, tag line location and colors specified. Logotype has a variation of conservative colors. Logo used ONLY in conjunction with corporate fundraising events.
Corporate Logo with Shield
The logo must conform to letter placement, size variations, tag line location in relation to crest. Logotype is a variation of conservative colors.
The logo should always be placed on a simple background and should have the width of the letter “e” for placement next to other design elements or edge of the promotion. Rule applies to ALL logos.
The logo colors should never change. The ONLY approved color schemes are identified as the Consumer Logos, Experiential Logos and the Corporate Logos. Rule applies to ALL logos.
The logo is considered one element. Any alteration or extraction of the logo elements is unacceptable. Rule applies to ALL logos.
The logo and all of it’s elements should never be angled in any possible way. Rule applies to ALL logos.
Color
When any choice of imagery or design elements have been considered, the primary and secondary colors should be considered as supporting elements.
Examples
These are examples of combining color and type elements.
Type
When a promotional product is being developed it is essential to the branding that the type treatment is exact. The headline should always be one or two words maximum and make use of the effect that the metal letters have. The tag line and sub-head would use punk kid as the font of choice while using impact as the body copy.
Textures
These are secondary elements that help create the look and feel of the campaign. One image should represent the primary background element in all promotions.
Photography
These are primary elements that highlight the areas of the museum. Whenever possible use images that include the demographic of 7-15 years of age.
Mascots
The mascots present to the viewer what is exciting and wonderful about the museum. They are the first element seen by the viewer. Always looking to show the interested, a new place to explore at the museum.
Solution
The solution has been broken down into three categories Consumer, Experiential and Corporate. Each of these also includes the TransMedia Storytelling to help the viewer categorize each action.
The consumer solution is re branding the existing website to include the new look and feel which reflects the museum. In addition creating a kids-only website that gives them a virtual world to enjoy before the real museum. Both accessible via a qr-code.
WHEN FOCUS IS PAIRED WITH DIFFERENTIATION, SUPPORTED BY A TREND, AND SURROUNDED BY COMPELLING COMMUNICATIONS, YOU HAVE THE BASIC INGREDIENTS OF A ZAG.
-Marty Neumeier
The Experiential solution goes out into the suburbs and brings the experience to the kids. Enticing them to want more and come to the museum.
TransMedia Guide
The transmedia guide shows how different types of media work individually and together in multi-media campaigns. Communicating messages to promote a product or service chosen for each experience. The icons specifically indicate which medium is being accessed and used for the promotion of the Urban Adventure Museum.
VIDEO & MUSIC
Video, music, sound effects and recordable DVD’s.
SOCIAL MEDIA
Including The Vine, twitter and YouTube.
Various printed items that include large format, invites and newspaper.
EXPERIENTIAL
Mobile on-site interactions with the potential demographics.
ELECTRONIC MEDIA
A interactive website, mobile app, ipads and other devices.
GUERRILLA
Unique and dramatic approaches to getting the attention of the youthful demogrphic.
Public Website
The public website will be re-branded to include the look and feel that has been established. The information will be easy to access and informative for the first time visitors. In addition a qr-code has been created for parents to access directly to the website.
Kid Only Website
Students will be presented with a qr-code that when scanned with their smart phone will allow them to access a unique and different website that parents won’t have access to. It will reflect what is present at the museum, while taking them on a different journey through the world of the Urban Adventure Museum.
Billboards + Invitation
Billboards will be placed near the schools, specifically in the route of the buses. Also, every student will recieve a invite personalized that includes a vague explanation of what to expect the following week, a name tag and coupons for their parents.
The First Experience
During lunch, students will have no choice but to notice a large crate in the middle of the cafeteria. Signs on it, cones around it, informing them ... not to touch.
The Siren
When eveyone is seated, enjoying lunch, the alarm will sound, creating a reason to stop and take notice.
The Explosion
The crates will explode open and the cast members will jump out and ready.
The Hakka War Dance
The cast members will start their proprietary hakka war dance and intrigue the audience. The will finsh and quietly leave, daring the students to want more.
Promotional Posters
After leaving the cafeteria, the cast members will install temporary large format signs promting the event the following week. The signs will include hidden qr-codes that allow direct access only to those who scan them.
Kids Only Website
Once the kids scan the qr-code they will be directed to a kids-only website that is designed with the demographic in mind. Creating a world that is as interactive as the videos games that they play.
The Experience Begins
Making use of the 20 plus artisans on staff at the museum, they will build an interactive experience that will be driven from location to location, promoting the museum at schools and events.
While sitting in the classroom, late afternoon on Friday, the students will hear a familiar sound. Indicating the arrival of the Urban Adventure Museum Xperience. The excitement begins to build.
The Interaction
The students will leave their classrooms early and come upon enormus interactive creatures. Allowing the students to climb up inside, and fire lasers at the other creatiure. Sound effects will enhance the mobile experience.
The Creatures
BOT and ARG will be the primary focus of the museum exhibit. Allowing the students to climb inside the head of the creature and fire lasers at the other creature.
Interaction
During the event, the alarm will sound every 15 minutes. This initiates the cast members to begin the hakka war dance, creating a fun and exciting environment.
T-shirts
The cast members will distribute a limited number of t-shirts throughout the school kids during the event, not forgetting the shy ones.
Video + Photography
The students will be encouraged to wear goPro video cameras while they climb around the interactive exhibit. In addtion the cast members will video the students enjoying themselves. The cast members will also photograph the students during the interaction. Compiling and editing the best photos for later usage.
School Coverage
The teachers will write a nice story, elaborating upon the days events. Include it in the weekly newsletter. In addition, the school will post the story on their website.
Videos Posted
The edited videos will be posted on youTube and Vimeo for schools enjoyment. The students will share amongst friends via the Vine. The parents and their friends will share via facebook and twitter.
Media Coverage
The excitement will be covered by the local newspaper(with help of a great pr team). This will excite the town and the stories will carry over to the next city. Preparing them for the Urban Adventure Museum visit.
Printed Memory Book
The final long-lasting memory book that is generated by the cast members will include images of the students while they enjoyed themselves during the visit. The Urban Adventure Museum final Xperience book will also include a branded dvd that includes the edited videos compiled together, again by the cast members.
Business Cards , Letterhead + Envelopes
The primary emphasis for the corporate collateral is to raise funds for this organization. Part of the elements needed are business cards and letterhead.
Front Envelope
Front and Back Business Card
edward engel Creative Director
Verbal
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Visual
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http://www.shutterstock.com/pic-22151893/stock-photo--d-rusted-steel-sphere-isolated-on-white-ideal-for-d-symbols-web-buttons-or-logo-designs.html
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-Pope John XXIII Men are like wine - some turn to vinegar, but the best improve with age.
Men are like wine - some turn to vinegar, but the best improve with age.
-Pope John XXIII
Edward J. Engel
I live in the middle of the USASaint Louis Missouri, and have gathered life experiences from many jobs and locations in the world. Raised by blue-collar parents who emphasized the work ethic that “Hard work can take you anywhere you want to go”. I was the first in the family of Engel’s to go to college. Gaining a BFA from OTIS Art Institute of Parsons School of Design(they were combined at the time) in Communication Design & Illustration.
but I couldn’t take the job for financial reasons. My second job interview was with Walt Disney Imagineering. I spent the next couple years(along with other OTIS grads) working as an Imagineer on all the Disney Parks such as Tokyo DIsneyland, Disneyland and DisneyWorld.
My first job interview out of college I was offered a job at Bass Yager & Associates (yes, Saul Bass),
After Disney, I continued scenic painting and design, working on theme parks, working for Lexington Scenery and Props. Being a part of creating theme parks like Universal Studios Florida and Hollywood, Busch Gardens and Sea World theme parks. In addition we worked on museums, trade shows and
many feature films and television series. After a couple years, I went to work for Mattel Toys making use of the graphic skills that I had gained. Working on everything from packaging(Ken and Barbie) to themed areas designed for the annual Toy Fair in New York City.
I moved back to the mid-west in the early 90’s and worked for some of the bigger ad agencies here in Saint Louis. Got very lucky and worked on some major clients such as Anheuser -Busch, Tyco, GM, GE, and more. Creating campaigns and commercials that ran during the Olympics and even the super bowl. In addition, One ad for Anheuser-Busch became the longest running ad in the history of Anheuser-
Busch. The ad is featured in the history section of the brewery.The advertisement promotes the water that Anheuser-Busch gives away during the tough times when mother nature gets a little aggressive.
I have had my own business since 2001, creating the branding for local and international companies.
I live with my fiancée’ Martha. We share 6 beautiful kids together. Life is grand! I have been very lucky to follow my dreams, to make a few marks in the world. I feel like I have just gotten started.
-Andrew Carnegie As I grow older, I pay less attention to what men say. I just watch what they do.
As I grow older, I pay less attention to what men say. I just watch what they do.
-Andrew Carnegie