Inspired by Willy Wonka's imagination, elevators are more than just a means of going up and down, but can be a magical experience. You sometimes have no clue what will happen when those doors open. This is the branding for the Elevator Museum, a museum that explores the beautiful nuances of elevators as well as their social relevance.
Top Elevator Stories
Elevators have played an essential role in dozens of movies over the years. This museum features top elevator “stories” in movies. There is a video played in the museum at all times, along with temporary exhibits about specific movie elevators. I recommend watching at least the first few seconds of this video in order to see the logo's animation in full effect.
Everyone has had that time in an elevator that was just completely awkward. Maybe you bumped into an ex-lover, or maybe it was that girl from class whose name you can’t ever remember.
The AWK App is an extension of the Elevator Museum that documents all #awkward tags on social media in one place. There is also a direct relationship to the museum where participants can tag #AwkSelfieEM in the museum’s elevators to see people who have also been in there.
The first step in my process was researching elevators. What are they literally? What are they abstractly? What emotions can be associated with them? Some of the things I started thinking about was elevators as illusions and the way that they reveal the unknown. After thinking about elevators for quite some time, I set up a poster board with fifty 2” x 2” squares and explored different ideas. This exercise made me push my thinking as far as possible. When looking at all the sketches together, I realized which concepts were the strongest and explored those further digitally until I finally chose the identity.