Smithsonian Identity

We had the honor of helping this amazing institution reinvent their identity and voice by developing a modular living new way to tell their story. We set out to create greater relevance for the museum and make history more personal and real by establishing a design system that could adapt and speak to the human stories behind every object and artifact in the collection. It uses each of these artifacts to create an engaging narrative that invites visitors to consider their own role and place in our shared history. Every line, color, and element has a singular focus – to put you at the center of the American story, no matter where you interact with the National Museum of American History. The intent is to create an impact that stays with you long after leave the museum and helps shape our future.