The Challenge

Kaleideum was born from the merger of two iconic institutions in Winston-Salem: The Children’s Museum, known for its play-based learning, and SciWorks, celebrated for hands-on experimentation and interaction. Together, they form a world of wonder, blending the best of both approaches to child education. Tasked with creating a cohesive brand identity for this newly merged institution, Wildfire developed the name “Kaleideum,” a fusion of “kaleidoscope” and “museum,” symbolizing the vibrant, ever-changing experiences within. The bold and playful logo, featuring dynamic colors, reinforces Kaleideum’s mission to inspire child learning and engagement through wonder. The new branding was widely embraced by the community, leading to Forsyth County’s approval of a $17 million investment for a new downtown facility. Already beloved in Winston-Salem, Kaleideum has now solidified its place as a premier North Carolina destination for families and children.

Campaign Components