The Maine Historical Society wanted to update the brand to better reflect its mission of sharing Maine's story in rich and powerful ways to contemporary audiences. Through a series of workshops, stakeholder interviews, and site visits, Upswell worked with MHS to develop criteria for the new brand framework, identify old and new audience segments, and test visual approaches. The result was a framework that would ‘lead with Maine,’ increase engagement, and bring MHS into its third century with a shared plan for its future.
The new identity is a bold and contemporary departure that lends a more approachable voice. Emphasizing “Maine Historical” reflects the natural language staff and the community use when referring to MHS. “Character-led” is the primary visual strategy: spotlighting diverse voices and breaking traditional paradigms while highlighting Maine icons. A suite of sub-brands was created to align MHS programs with the new identity — while communicating their unique purpose.
As the website was the inaugural expression of the new brand, Upswell worked with MHS staff to define a more visitor-centric user experience, model visual guidance for asset creation, and develop a house language style to ensure consistency. The site was built using a flexible system of templates and components, empowering MHS staff to build future pages with ease.
Client: Maine Historical Society
Studio: Upswell
Role: Design Director — Identity System & Style Guide, Website UI & Motion Art Direction