National
Museum of
American
History

When Museum director John Gray called for a new Identity System, the North Star for the project was that it be bold and adventurous.

We created an open, engaging, substantive, relatable, and forward facing  system — one that can house an exhibition about Helen Keller or Steve Jobs. The core strategic insight that anchors all work is the notion that at the Museum, you can find yourself in the American story.

JOB SCOPE
Full Museum Rebrand
Strategic Platform
Logo

Visual Language
Tone of Voice
Web and Social
Tone & Manner Studies
Comprehensive Style Guide
20+ Collateral Materials, including
- Business System

- Poster Series
- Quarterly Calendar


TEAM
Created at
The Martin Agency
Group Creative Director 
- John Fulbrook
Associate Creative Director 
- William Morrisey
Senior Designer
and Initial Concept
- Charles Watlington

Writing
- Andrew Beckman
Strategy
- Andrew Augeri
Motion Work
- Hunter Gatherer

NMAHPrimaryLogo
NMAHLogoAlternates02

Above   The NMAH logo is modular and features the Museum's many artifacts

NMAH_Backer.indd
NMAHExteriorKiosk02
NMAH_Backer.indd
NMAHExteriorPlacard02
NMAHQuarterlyCal02
NMAHBCards01b
NMAHBCards02b
NMAHWebMainPageDesktop03
NMAHWayfindingRestrooms02
NMAHSGSMPLR

We created a 200+ page style guide that included a deep range of usage examples for more than twenty initiatives, from exterior and interior signage programs to in-store sales items and experiential ideas 

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