the new children’s museum: identity design, branding + interactive campaign microsite

Think, play, create is at the heart of the New Children’s Museum’s mission. They strive to stimulate imagination, creativity and critical thinking in children and families through inventive and engaging experiences with contemporary art. So for NCM’s fourth interactive exhibition, Feast: The art of playing with your food, they hired thinkPARALLAX to create a visual identity that would set the tone for the exhibition, promotional collateral and microsite, and get visitors excited about all the museum has to offer.

our angle

Before creating the logo, thinkPARALLAX did a little thinking and playing of our own. We got messy, played with our food, and bit into lots chocolate to study the perfect bite mark. We even enlisted the help of a focus group full of elementary-schooler students to understand their idea of the word “Feast”. Finally, the identity process that began with nearly 40 logo options was narrowed down to the final logo, which struck the right balance between kid-friendly fun and simple sophistication. From there we helped create promotional materials and museum signage that made the Feast exhibition brand feel “at home” with the existing NCM look and feel. Before the launch of the exhibition, thinkPARALLAX created and developed a user experience and design for the Feast microsite that would work cohesively with the NCM website, keep users engaged on the site, and drive more traffic to the Feast exhibition, featuring 13 new artist installations and 8 other projects centered around food.


The Feast exhibition kicked off with a opening night extravaganza. Attendees were welcomed with a huge Feast sign at the entrance of the museum and directed throughout the exhibit with playful didactics designed by thinkPARALLAX. NCM employees sported their Feast t-shirts for the ribbon cutting, and kids and families of all ages learned the art of playing with their food. All of these branded pieces came together to subtly weave the Feast theme throughout the museum, support the artwork, help visitors to navigate through, and create a playful and fun feeling throughout the exhibit. NCM plans to run the Feast exhibition through 2014.

Learn more about Feast and the art of playing with your food at