California Academy of Sciences
Evolving and stewarding one of San Francisco’s most recognized cultural institutions
Evolving and stewarding one of San Francisco’s most recognized cultural institutions
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The California Academy of Sciences is a world-renowned natural history museum and research institution that welcomes more than one million visitors each year while advancing scientific research, conservation, and education.
As an in-house designer, I helped evolve the Academy’s visual identity across institutional branding, donor programs, exhibitions, publications, and public experiences. Beyond creating new work, I focused on strengthening the systems, documentation, and design resources that enabled teams to communicate consistently across a rapidly evolving organization. |
PROJECT SUMMARY Role: Brand and communications designer Responsibilities: • Visual identity systems • Internal design operations • Documentation • Templates • Art direction/brand review • Asset production Focus: Evolve visual identity to align with new initiatives and implement systems |
Evolving an established brand identity
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The Academy’s visual identity had served the institution well for nearly a decade, but its documentation (stored in a hefty three-ring binder!) no longer reflected the evolving strategic initiatives from the executive team or the breadth of communication formats being produced across departments. Working closely with stakeholders throughout the organization, I refreshed the brand guide by clarifying visual principles, documenting best practices, and establishing practical guidance for consistent implementation. I produced this in the form of a digital brand guidebook. Our small Creative Studio typically received 600+ requests for design assets and services during any year. Recognizing recurring production questions and holdups, I also created a companion technical specifications reference manual that standardized common print and digital formats, helping reduce uncertainty and improve efficiency across the Creative Studio. |
Click to view guidebook
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Click to view spec book
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Designing for diverse audiences
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As new initiatives emerged, I developed visual identities that expanded the Academy’s brand while remaining cohesive with its broader visual language.
The Academy has many significant audience groups, from very young children to teens, young adults, scientists and researchers, outreach partners and activists, philanthropic partners, tourists, and local retirees. In developing each visual identity, I sought to understand which groups were priorities and the psychographics of those groups. |
Donor recognition program
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To strengthen donor engagement, the Academy introduced three membership tiers serving audiences ranging from families to major philanthropic supporters.
I developed the naming, visual identity system, typography, color palettes, and graphic motifs for each tier, creating distinct personalities while ensuring they remained recognizably part of the Academy's overall brand. |
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For the most family-oriented donor tier, a chunky wordmark pairs with a thick circle motif and photos of charismatic animals. Bright green, a primary brand color for the museum, is dominant in these communications for the museum’s largest donor group.
Click to view brochure
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For larger gifts, a thinner type weight and circle motif integrate with photos of plants for a more sophisticated look. The circle motif signals upward momentum and leadership. Oranges and yellows dominate, suggesting optimism and vibrant energy.
Click to view brochure
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This tier requires gifts of $100,000+ to join. The smallness of the circle graphic signals exclusivity and the name in smallcaps suggests elegance. Photos of gems and minerals in rich purples and blues convey a deep and precious connection to nature.
Click to view brochure
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For general donor collateral, I extended the circle concept with graphic shapes and photos, and applied a more general typography style:
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Steinhart Aquarium Centennial
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Celebrating the aquarium’s 100th anniversary required honoring its long history while looking toward its future.
Drawing inspiration from midcentury graphics found in the Academy’s archives, I developed a centennial identity centered on the iconic Moorish idol fish, supported by an illustration system for banners, signage, and environmental graphics throughout the celebration. The resulting system balanced historical references with a contemporary visual language that could flex across multiple applications. |
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Series of floor decals leading visitors through history and into the aquarium
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Wander Woods outdoor play space
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For a new outdoor play space encouraging children to explore local ecosystems, I illustrated a collection of Bay Area plants and animals in a contemporary interpretation of woodcut illustration.
The artwork extended across interpretive signage, environmental graphics, and supporting materials, helping create an immersive educational experience that remained consistent with the Academy’s broader visual identity. |
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Communicating impact
Publications that connect research, education, and public engagement
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Beyond identity work, I designed annual reports, seasonal publications, and institutional communications that translated the Academy’s wide-ranging activities into clear, engaging stories for members, donors, educators, and the public.
Projects included annual reports, seasonal visitor guides, educational press materials, and other publications supporting the Academy's mission. |
