Situation
TheTerre Haute Children's Museum has been a fun and exciting destination for kids in the area for 16 years. The museum's mission, to "enrich our children's lives through the exploration of science and technology," is realized through "hands-on" experiences that encourage physical interaction with a variety of exhibits. Since its inception, the museum has attracted more than 200,000 visitors to its downtown Terre Haute location, yet in spite of its popularity and growth, the museum did not really have a recognizable brand identity in the community.

Problem
Museum administrators, anticipating a possible building campaign in the near future, came to MillerWhite for help in developing and implementing branding for the Children's Museum.

Solution
MillerWhite designed a logo for the Terre Haute Children's Museum that incorporates the excitement and vibrance of the museum experience and professionalizes the identity of the museum. Introducing a wide-eyed character that symbolizes "every child" and portrays the pledge that discovery is a part of the museum experience, MillerWhite's colorful and memorable design showcases the museum's tagline, "exploring science and technology."

MillerWhite account executive Ann Marie Foote explained, "The integrated plan called for the logo to be introduced at the opening of the museum's SkyCycle exhibit at Honey Creek Mall with signage, banners and new logo merchandise like t-shirts."

MillerWhite was instrumental in helping the museum locate the high-profile SkyCycle exhibit in the area's busiest venue, Honey Creek Mall, for a six-week run, and hundreds of families took advantage of the experience.

"In developing materials to promote the event, our strategy was to target the mall's 25-to-40 female demographic who bring their kids to the mall, and the kids themselves," said Foote, "We created a television spot with a high-energy music bed that features footage of families enjoying the exhibit and the museum, and naturally, showcases the new logo. "

After donating the design of the logo, MillerWhite has continued to work with the Children's Museum to develop an integrated marketing plan that will provide for the marketing needs of the museum well into the future.

Results
D.J. Wasmer, president of the museum's board of directors, said, "So far, the results of the museum's partnership with MillerWhite have been outstanding. We now have a clear brand identity, and we've created a much higher level of awareness of our programs in the Wabash Valley. MillerWhite and our account executive have been key partners in our efforts to take the museum to a level above."