MoMoney Museum of Money
1. Project Background and Planning
- Client: MoMoney, an immersive currency museum located in Dallas, Texas, offering a wide range of experiences from seashells to cryptocurrency, vault selfies, and laser mazes
- Goal: To build a cheerful and energetic brand identity that makes a topic like finance or currency, which can be boring and rigid, feel less like homework for all generations (families, adults, tourists)
2. Branding Concept & Insight
- Core challenge: To break the stereotype of the topic of 'finance/currency,' which can easily feel dull or like homework.
- Approach: Beyond the simple concept of banknotes or coins, the entire 'graphic language of the currency ecosystem' that exists in our lives and everyday culture was reinterpreted as brand material.
3. Visual Identity
- Diverse inclusiveness: Graphic elements that move fluidly between analog and digital—such as sale stickers, the classic engraved patterns of banknotes, digital pixel displays, and hand-written signs—were flexibly combined.
- Energy-centered graphics: A vibrant color palette with strong contrast, such as green, yellow, and pink, effectively expresses the museum’s lively and varied experiential elements.
4. Language Identity
- Wit and humor: Witty phrases such as *"The one place you want to see inflation"* and *"Get to know your dough"* were placed front and center on outdoor advertising billboards (OOH).
- Audience-friendly tone and manner: A popular yet provocative wording system was established to lower the barrier to entry for adults, families, and tourists alike.
5. Scalability and Experience Design
- From space to merchandise: Branding was extended not only to offline media such as billboards and signs, but also across the full museum shop merchandise lineup, including hats, jackets, pens, packaging, and pins.
- Sustainable brand experience: A collectibility-centered merchandise experience was created so that visitors could own and talk about the brand in everyday life even after leaving the museum.
