Crystal Alyssa - Mythic Creatures: Dragons, Unicorns & Mermaids

Mythic Creatures: Dragons, Unicorns & Mermaids

When the American Museum of Natural History’s traveling exhibition, Mythic Creatures: Dragons, Unicorns & Mermaids, arrived at HistoryMiami Museum, I was tasked with developing a refreshed marketing campaign based on an existing asset package. Many of the provided materials felt outdated or misaligned with the Miami audience, creating an opportunity to reimagine the visual direction with approval from AMNH.

As design lead, I developed and executed a new campaign from concept through implementation. While focusing on a water theme, which featured key elements such as the Kraken and mermaids, I was given creative flexibility to expand the visual story.

The concept drew inspiration from cinematic movie posters, Miami’s natural limestone formations, and imagery of sea creatures. With families as the primary audience, I created a visual style that is playful yet mystical; blending the nostalgia of children’s book storytelling with a sense of awe and wonder associated with mythic tales. I also wanted to align the look with the museum's brand by using their signature blue from their logo as a foundation for the color palette.

The final campaign spanned a wide range of pieces, including posters, print and digital ads, a 2D contour cut billboard, wall graphics, way finding and signage, social media assets (including animated stickers), tickets, t-shirts, stickers, bus wraps and the exhibition intro wall.