“You know you’re from San Jose if…
You or your kids have taken more field trips to the Tech Museum than you can count. ”

The Tech Interactive (fka The Tech Museum of Innovation) is a beloved institution dedicated to inspiring the innovator in everyone. It’s also a Silicon Valley landmark.

Although everyone instantly recognizes the big orange box with the purple dome in downtown San Jose, not everyone knows that behind the building there’s a bustling non-profit with a wide range of programs and initiatives.

Just before their 20th anniversary, they approached our team to help them show the world that they are so very much more than a place to take students on a field trip.

We began with a robust discovery process, out of which came the critical realization that the building’s nickname, “The Tech,” can function as the master brand by housing all of the organization’s programs and initiatives.

While clearly the right path forward, this direction created a challenge of distinguishing between the new master brand name and the building itself. The building needed a new name and for good reason – “Museum” seemed to be a misnomer for such a dynamic space.

We renamed The Tech Museum of Innovation to The Tech Interactive – a name the Board agreed was a much better fit for what actually goes on inside.

“Our new name is a reflection of who we are and the experiences we’ve become known for...
The Tech Interactive has long been a place where people learn by doing,
and now we have a name that says that to the world.”
— Tim Ritchie, former President and CEO

Once we had the Master Brand and Key Brand names locked, we turned our attention to the rest of The Tech’s many programs.

While diverse in size, scope, and format, we quickly realized that a few signature initiatives shared a common thread – we called these our “Branded Programs.”

Beyond that, a collection of smaller initiatives became “Activities Branding.”

Armed with a strong brand portfolio strategy, we leveraged the DNA of The Tech’s original visual identity system to create a vibrant refresh of the visual language.

The result is a flexible, graphic, playful system rooted in the geometry of The Tech Interactive’s iconic architecture.

Experience

Strategy Director – BASIC®
Associate Strategy Director – Huge
Strategy Lead – Nelson Cash
Senior Strategist – Freelance
Organization Design Consultant – Habits at Work

Clients

The Tech, FICO, Indeed, All Raise, Mercari, Google Fiber, ICF Next, The Federal Reserve, Walmart

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