In-house team Est. 2020
External Affairs
The External Affairs Team at National Children’s Museum brings the brand to life through design, marketing, communications, and public relations. Across every visitor touchpoint, from wayfinding, signage, and advertising to email, social media, and website, we ensure a cohesive brand look and voice. Playful modernity powers our work, and through a design-forward approach, we seek to reflect the joyful, whimsical, and innovative experiences our institution provides.
Team Members (4)
(AS OF PUB. DATE: Feb/23/2026)
On working in-house…
Benefits
There’s a unique creative opportunity in working across such wide-ranging projects, making sure each one feels fresh, fun, and part of the National Children’s Museum brand. Our work becomes a playground for exploring modernity and whimsy within a consistent framework, brought to life through exciting sub-identities and initiatives spanning exhibit graphics to membership and signature events.Because the brand exists in a physical space, being in-house and onsite allows us to intimately understand the nuances of the environment and the experience. We are able to iterate and problem-solve in real time, watching our ideas move seamlessly from concept to execution. Seeing our efforts immediately benefit the visitor experience is a unique joy and satisfaction that comes with working on a small, plugged-in team.
Challenges
As an in-house team, there is less separation from other departments. This can reduce objectivity at times, but it strengthens collaboration and cross-functional relationships. And as a small team of generalists, we are limited in resources and nuanced expertise, so part of the job is always finding creative solutions with the tools and time we have available.
On working with…
Others
We have collaborated with local artists on one-off design and technical needs and regularly work with freelance photographers and videographers for marketing and events. This gives our in-house team the space to focus on our core work, with added support and specialized technical expertise from trusted collaborators.
Guidelines
We have established guidelines for typefaces, brand colors, image treatments, icons, signage, and templates. As a dynamic children’s institution, our brand naturally continues to evolve. As we refine and build on it, we regularly review these guidelines to make sure they’re still working well for us.Since our founding in 1974, our organization has gone through some institutional changes. In 2019, we partnered with Ogilvy on a rebrand that introduced a more modern and confident look. Since then, the brand has continued to grow, becoming more expressive and flexible across a wide range of applications, from signage and exhibit graphics to our website and other sub-identities.In addition to developing branded materials, the External Affairs team reviews all Museum-related projects, from internal teams and external partners alike, to maintain consistency and alignment.
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