SCUPA
SCUPA is a rebranding project for the deCordova Sculpture Park and Museum. The core concept of SCUPA’s branding revolves around the abstraction of visitors walking around the sculptures from a bird’s-eye view.
The slogan, “You’re Here,” reinforces this concept, emphasizing the importance of presence and encouraging visitors to fully engage with the park’s natural beauty and sculptures.
Additionally, SCUPA features an interactive campaign called “Happy You’re Here!” where families can take part in an experiential scavenger hunt, enhancing their time spent in the park.
The slogan, “You’re Here,” reinforces this concept, emphasizing the importance of presence and encouraging visitors to fully engage with the park’s natural beauty and sculptures.
Additionally, SCUPA features an interactive campaign called “Happy You’re Here!” where families can take part in an experiential scavenger hunt, enhancing their time spent in the park.
Class: Identity Design
Professor: Richard Rose
Project Type: Branding Design, identity design, motion graphics, printed booklet, custom typeface
Professor: Richard Rose
Project Type: Branding Design, identity design, motion graphics, printed booklet, custom typeface
Brainstorm/Visualization Process
Concept Drafts
I decided to go with concept 2 of SCUPA, where the logotype symbolizes the birds’ eye view of people walking through the sculpture in the park. I also reformed the logotype into a custom typeface for a more cohesive brand.
Instagram Promo Video
All icons from the mobile mockup is made from the same system as the custom typeface.
Interactive Campaign - “Happy You’re Here!”
“Happy You’re Here” Day is an interactive campaign for SCUPA to engage both children and their parents/caregiver or families to join and do an experiential scavenger hunt.
Icons made from the logo, SCUPA turn into faces suitable for younger audiences.
Experience/Sensation SCUPA Scavenger Hunt
Family and their children take part in a sensation/experience scavenger hunt. All experience must be recorded via image/video/audio and stamped in the booklet after they’re done. At the end of the day when the family is finished with the book, they bring it back to a volunteer at the park to get their prize (SCUPA water bottle, notebook, totebag)
Family and their children take part in a sensation/experience scavenger hunt. All experience must be recorded via image/video/audio and stamped in the booklet after they’re done. At the end of the day when the family is finished with the book, they bring it back to a volunteer at the park to get their prize (SCUPA water bottle, notebook, totebag)
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