Loyalkaspar has developed the strategy and identity, including name and logo for MOXI, The Wolf Museum of Exploration + Innovation (MOXI), a new children's museum in Santa Barbara set to open in 2016. The mission of MOXI is to ignite learning through innovative, interactive experiences that empower curious minds.
Partnering with the board of directors and naming benefactors Noelle and Dick Wolf, loyalkaspar developed all aspects of the MOXI brand, including the naming, logo, brand strategy, tagline, visual identity, tone and voice.
The tagline, "A Playground for Your Brain," and the name MOXI connote a hub for learning, creativity and innovation, while working within the acronymous museum lexicon.
"From conception to strategy-building to design, we apply the same branding principles and process to all of our clients," commented loyalkaspar Executive Creative Director Richard Eng. "In fact, much like the entertainment brands we create, branding this museum boiled down to storytelling and making audience connections. MOXI's most prominent touchpoint is the physical space itself, so this was a once-in-a-lifetime opportunity to create something lasting."
Loyalkaspar created MOXI's modern, minimal yet playful identity to work across all media, including print collateral, such as press materials, brochures and business cards, as well as digital.
Bright primary colors reinforce the pillars of the brand, which loyalkaspar identified as contagiously curious, fun-forward, community-committed, energetic and playfully powerful through the principles of STEAM (Science, Technology, Engineering, Arts and Mathematics). Thus, the inherent challenge became creating an identity that would cater to curious minds of all ages, including parents.