The branding and visual identity project I created for the Amazeum is, without question, my favorite project of all time. The Amazeum is an interactive children’s museum in Bentonville, Arkansas, built around curiosity, exploration, and hands-on learning—so the identity needed to feel just as energetic and imaginative as the experience itself. From the start, the goal was to create a system that captured movement, creativity, and discovery, while still being flexible enough to live across signage, exhibits, merchandise, digital platforms, and environmental graphics.

What made the project especially meaningful was the opportunity to design for kids without designing down to them. The identity embraced bold color, playful typography, modular shapes, and a sense of motion—elements that could spark curiosity at first glance. Every touchpoint was considered as part of a larger ecosystem, ensuring the brand felt cohesive whether it appeared on a wall graphic, a wayfinding sign, t-shirt, or digital screen. Seeing families interact with the space and the brand in real life—watching it become part of their experience—made it more than just a design project. It became something living, joyful, and lasting.

Fun factoid: My hand is the negative space in the U!