Tennessee STEAM Festival Event Branding & Identity System

The Discovery Center at Murfree Springs is an award-winning children’s museum in Murfreesboro. The museum was launching an annual week-long STEAM festival. The challenge was to brand the festival and then expand the brand to the entire state.

Soup to nuts as the saying goes. We built the entire festival’s visual identity from the logo to the environmental graphics standards. We brought the website to life and then even implemented an event of our own that made heads turn upward. (look for the robot)

Through the tenacity of teamwork and a really smart identity system, the festival unexpectedly spread outside of Murfreesboro statewide the first year with events happening in Knoxville, Nashville, Memphis, Johnson City. As it rapidly expanded we responded with a system of standards and tools to help the participants maintain the brand look.