ui/ux design — 2025
mwo identity
solo brand designer
timeline
14 weeks
deliverables
brand research, logo design, visual system, applications, guidelines
introduction
A comprehensive rebrand of Mount Wilson Observatory, honoring its scientific legacy while inviting a broader audience to explore the wonder of space. The system includes a new identity, signage, website, merchandise, tickets, print collateral, and motion assets—all designed to spark curiosity and make astronomy more accessible.
background
Mount Wilson Observatory is one of the most influential astronomical observatories in the world, known for major scientific discoveries and its role in public stargazing and education. Despite its legacy, the existing identity felt outdated and overly literal — misaligned with the curiosity, wonder, and modern public engagement MWO is known for.
insights
The existing MWO brand feels outdated, literal, and overly academic, appealing mostly to scientists and researchers while unintentionally pushing away casual visitors. Inconsistencies in the logo, typography, and color system make the identity feel fragmented, and nothing communicates the emotional or imaginative side of space exploration. The result is a brand that underrepresents the wonder, curiosity, and warmth that actually define the observatory.
the goal
Rebrand mwo to evoke inspiration, exploration, and curiosity—creating an identity that feels welcoming to both seasoned astronomers and everyday visitors.
final logo
The Mount Wilson Observatory logomark captures the spirit of astronomical discovery through depth, upward motion, and a sense of exploration. Its form guides the eye toward the “O,” representing a star at its peak, creating a feeling of curiosity rather than relying on literal architectural silhouettes. Built on a precise grid system with balanced stroke weights from the “M” and “W,” the mark feels intentional, cohesive, and inviting — a modern symbol for a place rooted in wonder.
guidelines
I created a 64-page brand guidelines book that defines MWO’s values, voice, visual system, and practical applications. It ensures a smooth handoff for both in-house and external designers by clearly documenting the logo system, typography, color, grid, patterns, and usage rules behind the new identity.
collateral
The collateral system brings the identity into everyday touchpoints, reinforcing consistency across stationery, tickets, apparel, packaging, and wayfinding. Each piece uses the same typographic rhythm, spacing rules, and visual motifs to make the brand feel unified, whether someone is buying a ticket or navigating the observatory grounds.
reflection
This project pushed me to think like a systems designer—every type choice, spacing rule, and visual detail had to connect back to the same idea. It deepened my confidence in building a brand that feels clear, intentional, and emotionally grounded.
