The Rapidian

Local creatives devote efforts to Children's Museum branding

Local digital creative agency Icavia donated over 1,000 hours worth of creative services to rebrand the Grand Rapids Children's Museum.
Underwriting support from:

GRCM Hours

Mon: Closed

Tues: 9:30-8pm

Wed: 9:30-5pm

Thurs: 9:30-8pm

Fri: 9:30-5pm

Sat: 9:30-5pm

Sun: noon-5pm

The former logo for the GRCM.

The former logo for the GRCM.

The new logo for the GRCM created in the rebranding project by Icavia.

The new logo for the GRCM created in the rebranding project by Icavia.

"The website and logo were in desperate need of help. I'll admit it was very 90's looking,"said Megan Myers, Marketing and PR Manager at the Grand Rapids Children's Museum.

The Grand Rapids Children's Museum (GRCM) had an objective for this year to rebrand, hoping for a new logo and website that better represented the mission of the museum. It didn't seem the goals could be fully met though, due to lack of time and budgeting for the nonprofit organization. 

Icavia, a local digital creative agency, had a proposal ready that would be a step towards the GRCM reaching this goal. Founders Steve Tularak and Kenton Taylor wanted to take on a Grand Rapids community project and decided to develop a brand new website for the GRCM. This service would be free of charge, as they just wanted to give back to an organization from the local area.

Tularak and Taylor created a complete website proposal to the GRCM which was accepted by the Marketing Committee, but soon into the website development, Icavia came to a realization. Though website was initially the plan, Tukarak and Taylor weren't satisfied with leaving the GRCM with just that piece.

"It was like putting a rusty license plate on a brand new BMW," Tularak said, referring to if they simply let the website stand alone. Icavia felt they started a project for the museum and wanted to see it through all the way to the end. 

The guys then came before the Marketing Committee for round two, this time with an entire rebranding proposal prepared. It was still the same concept they had for the website but more comprehensive, magnified to the whole picture.

Icavia developed the rebranding concept after being inspired by the mosaic on the front of the GRCM. The mosaic entitled "Imagine That!" earned Tracy Van Duinen and collaborators Cory Van Duinen and Todd Osborne a 2nd place finish in the 2009 ArtPrize. The mosaic captures the love, creativity and unique atmosphere at the GRCM and became the ideal basis for the rebranding.

"We didn't blink an eye," Myers said, in regards to accepting the proposal,"They understood the GRCM's mission through and through and were very serious about the project."

Icavia had worked with other GR staples such as Amway and Steelcase, so Megan and the rest of the Marketing Board trusted they were in good hands.

Icavia put in over 1,100 hours into the project. The products of these hours range from a new logo and signage, all the way down to brochures and letterheads. 

"This was truly a once in a lifetime opportunity," Myers said. She explained that the new brand represents the GRCM in a more refined way, while still retaining the "Value of Play" that the museum runs on.

Over a nine month period, the agency worked dillegently to infuse the museum's feedback into the finished product.

"In the end, their creative work captured our message in ways we couldn't imagine possible. The results have been praised by all audiences," said Bob Dean, Executive Director of the GRCM. 

Not only were their creative services appreciated, but Tularak and Taylor's work ethic and goodwill have made a lasting impression on the hearts of the GRCM and it's community. 

"Working with Icavia has been one of the best professional relationships I have ever had,"Dean said,"Their skill, their generosity and their friendship will be cherished by this organization for many years to come."


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