christopher mcgauran
Client: Shedd Aquarium
Role: Brand Identity, Environmental Design
THE STORY
As Shedd Aquarium approached its 75th anniversary, the institution sought a commemorative identity worthy of one of Chicago’s most iconic cultural landmarks.
The celebration required more than a logo. It needed a visual system that could live across architecture, interiors, and the city itself — honoring heritage while signaling continued relevance.
THE OBJECTIVE
Develop a distinctive anniversary mark and large-scale environmental graphics that could integrate seamlessly with the museum’s historic presence.
The identity needed to feel celebratory but not ornamental. Historic but not nostalgic. Strong enough to scale across exterior banners, interior installations, and citywide placements.
THE MOVE
The solution centered on a commemorative mark that balanced institutional gravitas with modern clarity. The anniversary identity was designed to integrate effortlessly into large-format applications — ensuring legibility, impact, and cohesion across diverse environments.
The system extended across exterior banners, interior signage, and city placements — creating a unified visual presence throughout the duration of the celebration.
THE RESULT
The design was selected to represent Shedd Aquarium’s 75th anniversary and remained in market for a full year.
Banners and environmental graphics were prominently displayed on the museum façade, throughout interior spaces, and across Chicago — reinforcing the milestone at both civic and institutional scale.
A temporary campaign that became part of the city’s visual landscape.
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