Mystic Seaport Museum

We created a new identity and visual system to set the Museum apart from other local Connecticut attractions and broadcasts to visitors the value and importance of its exhibitions and collections. Using a combination of maritime and historical references paired with a contemporary visual style, the Museum’s identity invites new audiences to connect with the sea.

Services: Brand identity, UX/UI Design


Client: Mystic Seaport Museum
Agency: Carbone Smolan Agency
ECD: Justin Peters
DD: Daniel Irizarry
Design: Yoko Kristiansen, Jaime Patiño-Calvo
Strategy: Dave Mowers, Grace Paik, Jenn Passas, Lillian Pontius-Goldblatt
Verbal: Charles Ward
CM: Holden Rumph


Brand Toolkit
We created a new brand toolkit to reposition the brand. The new logo places emphasis on the word “Museum,” as the key differentiator amongst other businesses in the area. The logo shape mimics several elements present on site: the planks of a boat, waves on the shore, and the Museum’s main exhibition building. The new color palette references sailing in an unexpected way and new messaging around “Radical Craft” highlights what makes the museum unique.


The System
In addition we created a graphic system called “horizon lines” that are used to hold content and imagery. The toolkit elements combine to create a flexible and easy to use system, that can also be used in more illustrative ways.


The Website
As part of the launch we redesigned the three key pages on the site with the most traffic, the landing, visit and explore pages. Updating the site to a fully responsive digital experience.

Exhibition Graphics
We also created a look and feel that leverages a neutral color palette for exhibitions. Allowing art and artifacts to come to the foreground and tone the brand colors down.


Brand Guide
In addition we created robust guidelines to teach internal design teams how to leverage the new toolkit and messaging.


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