The Design Museum not only houses graphic design pieces, it showcases the leading designer across all design disciplines. So when creating a brand that would represent all these disciplines, thinking about what could/does link them disciplines together I developed the brand around, ‘All design starts with an idea.’ Using the ‘i’ within Design turned upside down to represent each designer having a ‘light blub moment’. This was implemented throughout my brand from booklet to a wayfinding system that contains each designers own story.