Children’s Museum of Evansville (cMoe) Brand Identity

Koch Family Children’s Museum of Evansville (cMoe) was one of my very first freelance clients more than 15 years ago, so when they approached me about exploring a rebrand, I was thrilled to come full circle with them. This was a comprehensive refresh—while we largely retained the existing logo (after exploring alternate directions), the heart of the rebrand lives in the supporting system: brand assets, typography, photography direction, mascots, and personas.

With the addition of a T-rex sculpture outside the building, there had been some confusion around who “Moe” actually was. One of our goals was to clarify that Moe is the blue duck, now featured front and center in the lobby as a 2.5-story climbing structure. We introduced Moe the Duck and Millie the Dinosaur as a dynamic duo who guide guests through the museum experience and represent cMoe out in the community. To support this, we developed detailed mascot personas to help staff understand each character’s voice, values, and how they interact with one another. The final illustrations were also used to produce custom 3-D mascot costumes, along with a wide range of branded merchandise.

Beyond the mascots, we created a library of hand-illustrated brand assets, including clouds, suns, science icons, and mix-and-match outfits for the characters (almost like paper dolls) allowing for playful flexibility across applications.

We also designed custom, hand-drawn containers inspired by the building’s art deco architecture—art deco, but reimagined with a whimsical, child-like touch.

The color palette was refreshed for bold resonance, drawing inspiration from the vibrant hues found throughout the building and gallery spaces. Finally, the typefaces were updated to improve legibility and usability while still maintaining a fun, approachable, kid-friendly personality.

ADDY Winner 2026 - Silver

Category - Cross Platform Integrated Brand Identity Campaign