Caroline Song (C), Jamie Park (C), and Jina Lee (C) / 2D graphics, visual campaign design
Tactics: Emotional engagement, visual persuasion, relatability/empathy, framing (past experiences)
Overview
“We didn’t get to choose the childhood we were given, but we can choose what to do with the stuff of our childhood memories.”
It is sometimes difficult for families to relate to one another. Now, with the pandemic, we see families even more unable to connect, in person or at all. We have created a visual campaign promoting a pop-up museum in 2025 filled with childhood artifacts from each generation. This pop-up museum serves as a space for multi-generational families to come together to learn more about each generations’ childhood artifacts, and how that has shaped who each person is today. We see this museum as a conversation starter for families, and a time for each member to develop empathy and understanding for one another. We want to convey a safe environment that will allow families connect emotionally with one another, ultimately bringing them closer together.
Visual Campaign
Our group played to our strengths through creating a visual campaign in which we balanced the use of color, typography, and graphics to persuade visitors to come to our museum. Because the target audience of our museum are multi-generational families, we wanted to create and convey a welcoming, warm experience that is intended for all ages. This was done with the use of bright but soft colors (blues, pinks, yellows, and greens), simplistic rounded shapes and icons, and the use of familiar toy objects that viewers may have used as a child.
We chose to tackle creating both printed and digital assets in order to account for the wide range of ages that we are trying to target and to really cater towards multi-generational families. Potential visitors will be informed and hopefully attracted to the museum through promotional printed posters that will be hung all over Pittsburgh. We also created a digital campaign, which will be spread using the Instagram platform to attract younger viewers. For the social media feed, our group used this opportunity to use nostalgia and relatability in order to appeal to our younger audience (Millenials, Gen Z), using images from their childhoods (crocs, silly bands, Britney Spears) and also incorporating comments from actual museum visitors to establish more legitimacy.
Our team also created assets that the visitors can view and interact with once they are in the museum, in order to enhance the experience for them. One of the items we created was an overall map so that visitors are able to anticipate and understand where they are in the museum, and what exhibits will be shown in what order. We continued to keep these assets playful and welcoming to keep visitors engaged and really emphasize this safe environment that we aimed to created.
There is signage that will be placed at the start of every new exhibit so that viewers can, once again, understand where they are in the museum experience as they travel through the different generation exhibits.
Museum visitors will also be handed a brochure with an interactive activity that they can fill out throughout their time in the museum, and even after they leave. This brochure is meant to allow each visitor to reflect on the objects, ideas, and trends, that influenced them during their childhood and how these things have shaped their childhood memories and the person that they have become today. After internal reflection, visitors are encouraged to reflect externally as well, through conversations with their family members. Through sharing these reflections, families can understand their differences further, and also find some similarities to relate to. In all, this brochure aims to truly drive home the idea of our museum as a conversation starter to bring families closer together through increased empathy and a greater understanding of one another.
