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It's Electric

It's Electric is a permanent exhibit at the Fleet Science Center that brings the science and the history of electricity to life through interactive activities. When it came to the Fleet, it was in sore need of a makeover to resonate with today's audiences and to recapture that spark of wonder.

Fleet Science Center's It's Electric


Brand Identity Systems


Brand designer, collaborated from system design to final production


Fleet Science Center



It's Electric
It's Electric Background2.png

It's Electric has hands-on learning for the whole family in 16 interactive stations, including live Tesla coil demonstrations. We wanted to update the exhibit, so it looked as electrifying as the exhibit pieces were.

While still keeping with the turn of the century theme, brighter colors and more modern graphic elements were utilized to create a seamless union between the old and the new. 

The Past

The previous logo was dated and did not lend itself to the updated look the Fleet was going for with the visual overhaul.

It_s Electric Logo-4.png
The Present & Future

The final logo. Taking inspiration from advertisements from the late 1800s to the early 1900s, I hand-lettered the logotype. The Edison-styled light bulb is used to tie in the modern graphics used throughout the exhibit. 

Original Logo.png
The Alternate Universe

The inspiration for the second logo option (sadly not chosen) was the ornate and finely detailed book covers of the late 1800s.

It's Electric Background

Additional Visuals

Once finalized, the brand was expanded to the entire exhibit, including an icon library, text panels, wall wraps, and graphics for the Fleet's social media accounts.

It's Electric Instagram

A Thrilling Tour

Take a tour of the electrifying exhibit!

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