LeFleur Museum District
Jackson, MS
April 2014
- Visual Identity and Graphic Design support
LeFleur Museum District
Jackson, Mississippi boasts four excellent museums within one city block of each other, and they decided to join forces and market themselves as a single district, honoring each others' season passes and drawing customers together.
Client: LeFleur Museum District
Scope: Visual Identity and Graphic Design Support
Overview
Jackson, Mississippi boasts four excellent museums within one city block of each other, and they decided to join forces and market themselves as a single district, honoring each others' season passes and drawing customers together. They needed a centralized brand that equally represented all four entities, under which to focus marketing and recruitment efforts.
The four museums (Mississippi Museum of Natural Science, Mississippi Children's Museum, Mississippi Sports Hall of Fame, and Mississippi Agricultural and Forestry Museum) wanted a logo that represented each of them equally and a brand that let them celebrate their independence and variety, while unifying them as a top-notch destination. Each museum had its own pricing and membership structures, so they had an uphill battle merging them into a common package to entice tourists and reward locals. Three of them had their own logo, but one did not have any logo to speak of, just the typography of their website. In addition, the design needed to pay homage to LeFleur's bluff, which is the block of land on which it is located and is a historic site in the city.
For the logo, I utilized stylized flower petals sprouting from the "l" in LeFleur to give visual reference to the name, which also provided the opportunity to have one petal to represent each museum. A color was chosen to represent each museum based on its own branding, with a soft gradient applied to each to make the otherwise black logo more dynamic. To round out the branding, I created a subtle pattern with the flower petals from the logo to screen over the various gradients representing each museum, and additionally I created an icon to represent each one. The star and rocket came from the logos of the Sports Hall of Fame and Children's Museum, respectively, while the tractor and dragonfly were taken from on-site imagery at the Ag Museum and Natural Science Museum. Light Pole banners were added, which lined the streets of the LeFleur's Bluff area demarking the new LeFleur Museum District, and a rack card and several print ads were created with the new branding. Each museum promoted both their own and the LeFleur Museum District's memberships and tickets, in order to drive traffic to all four sites and encourage same-day museum-hopping among visitors. The push was successful, helping each museum meet their new membership goals and increasing travel to the area.
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