The re-brand strategy is based on Jimmy Carter’s charitable contributions to society, celebrating his legacy with the young generations. The design approach is aimed at unifying the brand’s strengths, address weaknesses and build a strong narrative with updated content, to create a unique museum experience. The redesign is a balance between approachable and formal style, to cater to the new audience. It integrates President Carter’s life story as a naval officer, politician and governor into the visual elements.
Jaspriya Sahmey is a multidisciplinary designer passionate about brand identity, typography, editorial design and art direction.