Responses by Jolene Delisle, founder/creative director and Lawrence O’Toole, partner/head of design, The Working Assembly
Background: The Working Assembly was engaged to refresh the branding for the Museum of Ice Cream (MOIC), updating the look and feel from the temporal pop-up space to the global brand it was becoming. Our team collaborated closely with the MOIC founders, interiors and marketing team on everything from the brand identity—inclusive of a new logomark, wordmark, refined color palette and typography system—to the space itself, creating custom brand touchpoints and guidelines for wayfinding, iconography, posters, collateral, physical products and advertising.
The Museum of Ice Cream was created as a counterpoint to our current epidemic of disconnection and the loss of spaces in our worlds that give us the opportunities to just be people together. We were inspired by the mission, and it drove all the design decisions the teams collectively made.
Reasoning: We needed to maintain the brand value that the Museum of Ice Cream had already built, while also creating a brand identity that could work globally. We wanted to create a classic, clean design system that was simple, fun and would seamlessly integrate into the spectacular and imaginative interiors.
Challenges: The use of the signature pink Pantone 1905C was a must, so we needed to ensure everything worked well with it.
Favorite details: Our custom illustrated icons were used throughout the space for wayfinding as well as signage. The MOIC team wanted to ensure everything felt considered—down to the choking sign! We are particularly proud of the ice cream swirl logo, which has the acronym for the Museum of Ice Cream, MOIC, hidden within the design.
Specific demands: The creative team at MOIC led by Maryellis Bunn is some of the most dedicated, hardworking and imaginative people we’ve ever had the pleasure of collaborating with. Their tagline is “Anything is possible.” And anything was truly possible!
Anything new: It was a great project to work with. We had such a robust and talented experiential team for a project at this scale.