How do you design a logo that truly embodies the wonder of play? That was the challenge I embraced for the Providence Children's Museum (PCM)—a brand identity that speaks to both imagination and experience. Through 18 thoughtful iterations, I crafted a primary PCM logo featuring three children at play. But the real magic lies in the abstract expressions of play woven throughout the identity. Seen through a child’s eyes, familiar shapes transform—clouds become characters, flowers grow impossibly large, creatures emerge from other worlds, and the first snowflake of winter feels like a tiny miracle. These fleeting, often-overlooked moments capture the pure joy and limitless creativity of childhood. And if it took 18 iterations to get it just right, it was worth it. Award-Winning Brand Identity HATCH 2022 🏆 Gold – Brand Identity 🏆 Runner-Up – Best in Show