STUDENT PROJECT

A full rebrand of the museum formerly known as the Icelandic Sea Monster Museum. As the only museum in the world dedicated specifically to Sea Monsters, the change in the name reflects their definitive expertise on the subject. Market research showed that their primary demographic is adventurous tourists who are willing to take an off-the-beaten path approach to exploring Iceland. They are looking for a zany, unique experience that is family-friendly. The original branding was heavy and serious in tone which did not match the mindset of their clientele. I sought to bring a provoking, tongue-in-cheek joy to the museum’s visual identity through a new logo, color palette, website and branded materials. The abstract shapes give a nod both to the unknown monsters of the deep but also to the shape of the Arnarfjörður fjord waters and in which these sea monsters call home.