Where the natural world and STEM actually overlap: a fractal tree. Charlotte Museum of Nature needed a brand platform first. This is an organization rooted in nature, but also in math and science, and the brand had to hold both. We found the crossover in fractals, the point where the natural world and STEM actually meet, and built the mark around a fractal tree. The tree isn't static, it has seasonal versions, the number of leaves shifting as it moves from a full canopy in summer down to bare branches in fall and winter. That system carried through the full identity: guidelines and applications across site hoarding, signage, tickets, banners and outdoor. This is from my work as Principal, Director of Design at The Creative Organization.