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Wildfire branding of Kaleideum comes to life in the new museum space.

Winston-Salem branding agency Wildfire created the original Kaleideum brand, now expressed in the new museum building.

Feb. 19, 2024 – WINSTON-SALEM, NC– The reimagined Kaleideum, an innovative, dynamic experiential learning museum located in downtown Winston-Salem celebrated its Grand Opening Saturday, February 17 with a captivating array of hands-on exhibits, interactive displays, educational programs and new branding by Wildfire.

The name Kaleideum combines the words “kaleidoscope” and “museum.” And, the Kaleidium logo incorporates bold, playful colors to reinforce that this meeting of the minds of two local institutions was and still is on the cutting edge of child learning and engagement. The fun, expressive name and moving colors of the mark capture the wonder that exists in every room.

Branding agency Wildfire behind new Kaleideum brand

Kaleideum was formed when two pillars of education merged in Winston-Salem, North Carolina, known as the “City of Arts and Innovation,” in July of 2016. The Children’s Museum, focused on elements of play for learning, joined forces with SciWorks, an organization that utilized hands on experimentation and interaction for learning.

“We were asked to find a way to unite the institutions with new branding—including a new name, logo design, and visual identity with brand guidelines,” says Brad Bennett, Wildfire Co-Founder and Chief Firestarter. “It was the perfect assignment for our creative team. And now to see the brand we created physically come to life is beyond our wildest dreams.”

The branding was quickly embraced by the community. After the reveal, the county approved a $17MM investment for a new facility in downtown Winston-Salem that has experienced an economic boom due to arts, restaurants, and local businesses resulting from the city’s years-long redevelopment efforts.

Wildfire led the initial rebranding in 2016 and now in 2024 as Kaleideum recently opened this new state-of the-art, learning-exploration-imagination, reimagined, space, Wildfire sees its rebrand come to life in every aspect of the building from the exterior fractiles to the donor wall to the colors used throughout the space. Kaleideum is a must see, you can’t really imagine space.