Freetail Museum
Type
Speculative museum identity
Role
Brand strategy, identity, visual system
Timeline
June to August 2026
Deliverables
Brand strategy, identity, visual system, applications
Overview
Freetail: Museum of Texas Migration is a speculative museum about the bats, monarch butterflies, and people who migrate to and from Texas. I treated it like a client engagement: strategy first, system second.
Positioning
Austin’s Congress Avenue Bridge hosts a large urban bat colony, and residents gather nightly to watch. Freetail extends that story to the species and people making the same trip.
Audience and tone
Nature-curious Austin residents and visitors 18+, with families, school groups, and educators following, and birders, ecologists, and immigration historians anchoring the deeper collections. The tone is grounded, rooted, and warm.
Early exploration
Every version began with a northwest movement tracing the journey into Texas. Iterations tested that motif against the anatomy of the Mexican free-tailed bat. The final icon combines both.
System
Junicode for display, Geologica for subheads and body, and a palette named for the route.
Rio Grande Green
#22423E
Monarch Orange 1
#C94D2B
Monarch Orange 2
#E0603F
Monarch Orange 3
#F8A692
Limestone White
#FBECE1
Type
Brand Elements - Converging Paths
Freetail Museum
Type
Speculative museum identity
Role
Brand strategy, identity, visual system
Timeline
June to August 2026
Deliverables
Brand strategy, identity, visual system, applications
Overview
Freetail: Museum of Texas Migration is a speculative museum about the bats, monarch butterflies, and people who migrate to and from Texas. I treated it like a client engagement: strategy first, system second.
Positioning
Austin’s Congress Avenue Bridge hosts a large urban bat colony, and residents gather nightly to watch. Freetail extends that story to the species and people making the same trip.
Audience and tone
Nature-curious Austin residents and visitors 18+, with families, school groups, and educators following, and birders, ecologists, and immigration historians anchoring the deeper collections. The tone is grounded, rooted, and warm.
Early exploration
Every version began with a northwest movement tracing the journey into Texas. Iterations tested that motif against the anatomy of the Mexican free-tailed bat. The final icon combines both.
System
Junicode for display, Geologica for subheads and body, and a palette named for the route.
Rio Grande Green
#22423E
Monarch Orange 1
#C94D2B
Monarch Orange 2
#E0603F
Monarch Orange 3
#F8A692
Limestone White
#FBECE1
Type
Brand Elements - Converging Paths
Freetail Museum
Type
Speculative museum identity
Role
Brand strategy, identity, visual system
Timeline
June to August 2026
Deliverables
Brand strategy, identity, visual system, applications
Overview
Freetail: Museum of Texas Migration is a speculative museum about the bats, monarch butterflies, and people who migrate to and from Texas. I treated it like a client engagement: strategy first, system second.
Positioning
Austin’s Congress Avenue Bridge hosts a large urban bat colony, and residents gather nightly to watch. Freetail extends that story to the species and people making the same trip.
Audience and tone
Nature-curious Austin residents and visitors 18+, with families, school groups, and educators following, and birders, ecologists, and immigration historians anchoring the deeper collections. The tone is grounded, rooted, and warm.
Early exploration
Every version began with a northwest movement tracing the journey into Texas. Iterations tested that motif against the anatomy of the Mexican free-tailed bat. The final icon combines both.
System
Junicode for display, Geologica for subheads and body, and a palette named for the route.
Rio Grande Green
#22423E
Monarch Orange 1
#C94D2B
Monarch Orange 2
#E0603F
Monarch Orange 3
#F8A692
Limestone White
#FBECE1
Type
Brand Elements - Converging Paths