To better reflect how the museum has evolved and where it is headed, EMP Museum changed its name to the Museum of Pop Culture (MoPOP). MoPOP encompasses many aspects of Pop Culture: music, science fiction, fantasy, horror films, video games, sports, and more. I was entrusted to establish the new creative direction and tone for this new name, as well as oversee its ultimate implementation and rollout. Project Goals: MoPOP is a continuation of the existing mission and goals that have grounded the museum. As such, the spirit of the original brand was maintained. Bold, vibrant, and flexible, the identity system represents the breadth and reach of pop culture. Execution: The color palette was born from electric and fluorescent hues, reminiscent of the previous brand. Graphic patterns and swirling shapes echo the building's unique architecture, while color-blocking adds a sense of stability and modernism. Use of duotones and textured bitmapped images reinforce the energy and dynamism of pop culture, while allowing the logo to remain at the forefront of any design. 

Logo: Melissa Robinson, Jeffrey Underwood, Matt Cole Art Direction: Melissa Robinson & Jeffrey Underwood Designers: Melissa Robinson,
Jeffrey Underwood, Sabin Arditty Awards: 2017 Gold ADDY Award; 2017 District Gold ADDY