The Austin Children’s Museum wasn’t just changing buildings. They were changing their entire offering. To meet a growing need for STEAM education, they made the bold decision to rethink the whole museum experience to foster a love of science and critical thinking in kids. They were no longer a typical children’s museum and needed a new name capable of signaling that. We led the rename process, identity redesign, and made a brand launch film featuring Matthew McConaughey, which resulted in a 480% increase in memberships and a doubling of admissions.