Buffalo Museum of Science Brand Identity

Brand positioning / Rebrand / Brand Identity / Photography Art Direction / Web Design

While working at Crowley Webb, I was honored to be the lead designer on the Buffalo Museum of Science’s rebranding project. A longstanding cultural institution in Western New York and one that my family often frequented, it was a brand near and dear to the heart. The comprehensive rebrand also coincided with a major moment in the museum’s history: the long-anticipated reopening of the Kellogg Observatory.

From the start, the approach was grounded in research and strategy to understand the museum’s strengths, challenges, and evolving role within the region’s cultural landscape. These insights shaped the visual and verbal brand to both support the museum’s mission and grow its relevance with new and existing audiences alike.

Anchored by the tagline “Find why.”, the platform invites visitors of all ages to explore not just answers, but the questions that spark discovery. And while the brand messaging focuses on the idea of curiosity and lifelong learning, the visual brand draws inspiration from one of the museum’s most iconic features—the observatory itself. The mark suggests both the structure and an eye, symbolizing observation, discovery, and perspective. Paired with modern, stacked typography echoing the neoclassical building, the brand reflects the museum’s vital role in our community as well as science’s place in the world.