National Museum of African American History & Culture
A Celebration of Resilience
Challenge
The National Museum of African American History and Culture (NMAAHC) needed a graphic system for their celebration of Juneteenth, honoring the end of slavery in the U.S. They asked us to design a distinctive graphic treatment webpage, and related assets, including a social media toolkit, streaming graphics and signature icons, banners, and templates. The visuals needed to capture the mood of the occasion and create a consistent look across all related materials.
Approach
The approach we developed for NMAAHC's Juneteenth celebration was designed with visual elements that felt in line with broader celebrations of the holiday, and connected to the museum as well. We developed an engaging text treatment featuring a typeface inspired by lettering on posters of the civil rights era, and using an abridged version of the museum's main color palette, playing on colors in the Pan-African flag. The suite of materials we developed are warm, vibrant, and graphic, to catch attention and pair nicely with NMAAHC's historic photographs while still feeling thoroughly modern.
