DreamBank
Objective
Design a new brand and experience for the American Family Insurance “DreamBank”, an exhibit in Wisconsin meant to inspire visitors to follow their dreams, and help them achieve them.
Research/Reference
In visioning for this project, the main point of reference for our team was Summerfest, an event American Family Insurance had ran prior to the DreamBank update which suited and diverged from the parent brand appropriately.
Concept
The concept phase of this project was extensive, with numerous potential directions persued. Attached below is the board used continuously throughout development, with selected iterations of graphics highlighted.
Brand Snapshot Iterations
Final Brand Snapshot
The brand uses the parent company colors and font, with the addition of a handwritten secondary type, recurring overlap effect to symbolize connection, and a set of icons to represent the exhibits core values.
Exhibit Planning
In parallel with branding, the exhibit was being developed. Exploratory sketching considering individual activities, how they came together to form a narrative, and how they supported the core concept of the “DreamBank” space.
This series of ideation and iteration led to the final proposed experience map for the space.
Print Finals
Selected Elevations