Eastern State ReDesign

I was tasked to re-envision Eastern State’s rebranding, where I analyzed aspects of their old branding, and introduced a completely new design system that could strengthen their brand identity. During this process, I thoroughly researched both on-site and online elements to analyze what might be some deliverables to consider for the brand. In summary, Eastern State is known for audio tours, justice education, and art exhibitions. The main problem in their current branding was their deviation from the creative side of their historical site: the Penitentiary. It seemed much more corporate as a purely educational site, but as a popular tourist attraction, I wanted to bring back artistic elements to keep it unique.