Black and white promotional image featuring three women in different fashion styles, with a central logo for the American Woman's History Museum.

American Women’s History Museum

CULTURAL INSTITUTION

The Smithsonian has green-lit a Women's History Museum on the National Mall. Here is my dream brand for it.

The project has real stakes to consider: a competing women's history museum is also in development with its own established brand, so distinctiveness wasn't optional. Beyond that, the museum wants to reach bored teenagers, school groups, tired families & actually grab their attention. The goal is to tell the story of women's contributions to the country in a way that feels alive & visceral rather than walking through a textbook. I wanted these women to feel like heroes, not historical footnotes.

SERVICES

LOGO + IDENTITY

BRAND DEVELOPMENT

POSTER DESIGN

PACKAGING

ENVIRONMENTS

EVENT DESIGN

*This project is part of my Dream Client Youtube Series. You can watch me make it here!

A neon sign in pink and purple featuring a forward arrow with three smaller arrows inside, pointing upward, against a dark background.
Purple and black logo with stylized arches.
A pastel pink rainbow with three arches on a white background.
Stylized blue and black N logo design.
Pink logo of The North Face brand.
Black and white abstract curved lines.
A stylized logo with black and green curved lines forming an abstract letter 'n'.
Orange and black abstract geometric design with curved shapes.
A silhouette of a person lifting weights.
Abstract purple and black rainbow pattern.
A yellow and black graphic logo with curved lines.
Exhibition storefront facade with four large black banners hanging between white classical columns. Each banner features a black-and-white portrait of a woman, with text highlighting their roles such as scientist, mathematician, pathfinder, programmer, pioneer, trail blazer, and their names, Johnson and Hopper. The signage indicates the exhibit is about solving for X, with dates from March 10 to September 25, 2027, at the American Woman's History Museum.
Eight colorful donut-shaped rings in violet, yellow, orange, blue, red, purple, pink, green, and peach colors arranged in a horizontal line.
A collage of various graphic design posters, magazine covers, and artwork featuring portraits of people, text, and abstract designs.

This brand is all about celebrating amazing stories across all fields —in STEM, the arts, politics, & beyond — giving the museum a consistent visual language as it expands to new wings, temporary installations, & future exhibitions without ever losing the thread of the story… amplifying badass female voices across US history.

Outdoor display featuring posters of Black women, including Thomas, Ball, Rivera, and Selena, with the central poster advertising the American Women's History Museum exhibit titled 'Made of Motion and Color' from May 1 to September 15, 2027.
Purple and black graphic design with abstract shapes and patterns
Logo of the American Woman's History Museum featuring stylized arches in lavender and black text encircling the design
Text reading 'Woman's History' in bold blue and black font.
Close-up of a traffic light showing a red signal.
Logo of the American Woman's History Museum featuring a stylized blue arch above the name.
Logo for the American Woman's History Museum featuring a stylized rainbow icon above the museum's name in bold and regular text.
Logo of the American Woman's History Museum with a yellow arch symbol above black and white text.
Close-up of a person with a dark ponytail walking past a large advertisement display featuring black-and-white portraits of four women, each representing different artistic roles, with colorful labels at the bottom of each portrait.
Interior view of a modern building with a staircase and a large digital screen displaying dancers and the text "Let every step speak." The space features a large window with a view of the sky.
Banners hanging on a building with blue sky and clouds in the background. The banners feature black-and-white photographs of women, with some colored text and details about events or exhibits.
Two tickets, one purple and one orange, for exhibitions at the American Woman's History Museum, featuring images of women and event details.
Two tote bags, one black and one purple, with handles and the logo for the American Woman's History Museum, set against a light blue background.
Two black event badges with purple balloon-shaped tags attached, displaying names and titles for Sandra Jones, Curator, and Taye Donovan, Docent, from the American Woman's History Museum.

A bold, humanist typeface pairs with near-neon accent colors for an overall vibe that is poppy, graphic, & expressive. I developed a visual system that can easily scale across signage, wayfinding, advertising, tickets, & digital screens as the museum's internal team builds out new exhibitions over time.

Multiple smartphones displaying colorful exhibition posters about women in politics, arts, STEM, sports, and media, with quotes and dates.
Yellow diagonal lines forming a lattice pattern on a black background.
A circular fitness wristband with a black and orange color scheme. The black part has the words "AMERICAN WORLDSHIFT" written in orange, while the orange part has black lines resembling cracks or veins.
Four black wristbands with colorful diagonal lines and white text, arranged on a light blue background. Each wristband has different words including "AMERICAN MUSEUM," "HISTORY," and "WOMAN."
A hand holding a smartphone displaying an exhibition advertisement about women in politics, scheduled from October to February 2026, with a black and white image of a woman in a formal attire.
Street view of four large digital posters displaying black-and-white portraits of women with short descriptions, set against a modern urban background with glass buildings and trees.
A person in a baseball uniform climbing a staircase next to a wall with a sports-themed mural that reads "Unlevel Fields Women in Sports." The mural features a stylized illustration of a woman reaching out, wearing a baseball jersey with the number 29.
A black background with a pattern of evenly spaced red diagonal lines forming diamond shapes.
A vertical digital screen on a wall with the text 'UNLEVEL FIELDS WOMEN IN SPORTS' and a purple decorative design at the bottom, set against a black marble wall with gray veins.
A modern sign for restrooms on a building wall, with a purple and black frame, and black arrows pointing downward.
A standing signboard for The Round Table Cafe with a black background, purple arrow graphic, white text, and a slight shadow on the ground.
Purple circular tokens or stickers with the black logo and text of the American Woman's History Museum, stacked on a blue background.
Two vertical banners hanging from a black pole against a partly cloudy blue sky. The left banner is orange with black text promoting a women's politics event from September 1 to March 20, 2026. The right banner features a black and white halftone portrait of a woman with dark hair and a hat, with orange and black text including her name, Rankin, and her roles as congresswoman, pacifist, and groundbreaker.
A purple mug with the words "American Women's History Museum" in white text, placed inside a blue cup against a purple patterned background.
Two event tickets for an art exhibit titled "Made of Motion and Color" featuring women in the arts, running from May 1 to September 15, 2021, with black and white photos of women on a purple background.
Design with circular icons featuring historical women, museum references, and phrases like 'Past, Present, Pioneers,' 'Through Their Eyes,' and 'What She Said,' in various colors and patterns.

Amplius

Gold arrow pointing left

Veteran Broker

A large, gold-colored arrow pointing to the right.