Since 1933, The Museum of Science+Industry in Chicago has been a destination for inspiring the next generation of innovators. We developed the visual identity for their annual holiday celebration, Christmas Around the World and Holidays of Light over the last 3 years. The challenge was to evolve the original campaign over the course of 3 years—making each upcoming season feel new and fresh. MSI is truly a place that values exploration, wonder and innovation. We worked closely with the museum to achieve these attributes over the evolution of 3 seasons—highlighting the many joys of the season.
This season’s campaign evolved in visual style with a fresh new color palette, headline treatment, new illustrations and strong grounding shadows. The visual identity library was used to create a multitude of assets from large interior banners in their rotunda decked with trees, exterior museum banners, digital assets, Chicago City tour buses, The L-Train and many Chicago bus stops and billboards.
The 2017 campaign evolved to a more cool, winter wonderland inspired palette. A new headline and custom typography treatment help freshen up the celebration along with two new main illustrations. The assets were again used across a variety of deliverables, including large interior banners in their rotunda decked with trees, exterior museum banners, digital assets, Chicago City tour buses, the L-Train and many Chicago bus stops and billboards.
This was our original holiday campaign for MSI Chicago in 2016. Our campaign deliverables started with creating the visual style and the development of the campaign headline which was executed by hand. One goal established with the MSI Chicago team was to create illustrations that highlighted inclusive families and communities—a goal we try to achieve in all projects we develop. Subtle nods to LEGO® were worked in throughout the illustration to complement a current exhibit on display. We created a multitude of assets—from large interior banners in their rotunda decked with trees, exterior museum banners, digital assets to Chicago City tour buses. This campaign set the foundation for the 2017 and 2018 campaigns viewed above.