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museum branding

the elevator historical society is a museum in long island city that represents both modern and historical lift engineering in america. when asked to rebrand this company, i wanted to create a broad and inclusive identity that could encompass both. this boiled down to the most basic purpose of the elevator; vertical movement. the entire identity expands and contracts up and down across all collateral, interacting with secondary information and giving the illusion of floors, as if in an elevator.

an ever-changing logo makes for a unique brand experience with each business card. 


information expands and contracts across packaging in the gift shop.


a dual scrolling website with moving header information.