Morgan Erdman

Buffalo Bill Center of the West
(Disclaimer: School Project - Not an Official Rebrand)

Overview

The goal of this project was to develop a fully reimagined branding system for the Buffalo Bill Center of the West, a Smithsonian-affiliated museum in Cody, Wyoming. The museum is renowned for its rich interpretation of the American Northwest, and this new brand guide introduces an updated logo, refreshed marketing collateral, and a cohesive advertising campaign that reflects the institution’s identity as a whole.

Problem

The Buffalo Bill Center of the West’s current brand system is pared down to the point of losing character, leaving it disconnected from what the museum truly represents, which is its mission to share the vivid history and spirit of the American West.

Solution

The solution was to create a refreshed branding system that brings the museum’s story to the forefront. The new identity incorporates richer visual elements, a stronger narrative direction, and a cohesive design language that reflects the history, culture, and spirit of the American West.

Role

Solo Brand/Visual Designer

Duration

Aug 2024 - Dec 2024

Tools

Adobe Creative Suite, Figma

Deliverables

Branding Guideline Booklet

Research

The core focus of my research centered on understanding the museum’s audience. I learned that many visitors come to the museum as part of a broader trip to Yellowstone National Park. This revealed a wide target audience that ranges from families with young teens to older couples, generally spanning ages 12 to 70.

Sketches

Once I felt ready I began working on sketches for my logo and how that would start to come together.

Eventually I decided on two options which will be developed later on fully.

Logos

These are the two logo variations that I decided to go with. Ultimately I moved forward with the second option.

Marketing

Now that I had my logo selected, I needed to apply the branding in a marketing campaign that made sense and was meaningful for the museum. This includes social media, billboards, and advertisements.