Client: Science Center of Iowa
Industry: Nonprofit / Education
Services: Brand Identity • Marketing Campaign Design • Motion Graphics • Event Promotion
Overview
Mixology was a recurring adults-only event series hosted by the Science Center of Iowa. Each event featured a unique theme while maintaining the same mission: bringing science, entertainment, and social experiences together for adult audiences.
While the existing brand had some consistency between events, there was a lot going on visually, which made it difficult to build long-term recognition. The goal was to create a flexible identity system that could adapt to changing themes while remaining recognizable across digital, print, and environmental applications.
Old Mixology branding
The Challenge
Each Mixology event featured a different theme, creating a challenge for maintaining visual consistency from month to month.
The identity needed to:
• Remain recognizable across changing themes
• Support digital and print marketing efforts
• Work across event signage and promotional materials
• Appeal to adult audiences while staying connected to the Science Center's mission
Creative Exploration
Before developing the final identity, I explored a wide range of visual directions that reflected different aspects of the event. The concepts investigated scientific themes, nightlife, experimentation, and typography before ultimately arriving at a flexible system that balanced energy, clarity, and long-term usability.
Early concepts exploring typography, scientific imagery, graphic systems, and color.
Identity System
The solution centered on a flexible visual system that could support recurring event promotions while maintaining a consistent brand presence
The identity included:
• Primary logo
• Supporting graphic elements
• Color system
• Typography standards
• Adaptable promotional framework
New Mixology Identity System
Motion Graphics
Motion assets were created to extend the identity into digital marketing channels and event promotion.
The animated logo provided an engaging visual element for social media, digital displays, and online advertising while reinforcing brand recognition.
Digital Marketing Applications
The identity system was designed to support a variety of promotional channels used to market recurring events throughout the year.
Marketing applications included:
• Social media graphics
• Email marketing assets
• Digital advertisements
• Website graphics
Digital Marketing Applications
Event Experience
The identity extended beyond digital marketing into the physical event experience.
Environmental graphics and printed materials helped create a cohesive atmosphere while reinforcing the Mixology brand throughout the venue.
Print & Environmental Materials
Promotional Merchandise
Branded promotional materials provided additional opportunities to reinforce the event identity while creating memorable takeaways for attendees.
Applications included coasters, beverage accessories, and event materials designed to support both brand visibility and attendee engagement.
Promotional Items
Outcome
The redesigned Mixology identity established a flexible framework for promoting recurring events while maintaining visual consistency across channels.
By combining branding, motion, digital marketing, and environmental design into a unified system, the project helped create a recognizable event experience that could evolve with changing themes while supporting long-term audience engagement.