High Museum Brand:
Lifelong Learning

When tasked with creating a new brand identity for The High's current lifelong learning program (55+), we understood the importance of not only increasing participation but also fostering a sense of belonging for those seeking unique and inclusive experiences. With society's perspective on aging undergoing a transformative shift, we recognized the need to make our audience feel acknowledged and represented in a fresh and dynamic way. Our approach veered away from the conventional and instead concentrated on the possibilities and excitement that accompany lifelong learning. We opted for a bold and colorful look and feel, with vibrant hues serving as a constant reminder of the joy that comes with acquiring new skills and knowledge.