discovery + research / brand strategy / naming / messaging development / logo design / visual systems design / brand style guide / website design + development / environmental graphics + signage design

As the museum evolved from its origins as Museum L-A, it needed a name and identity that honored the industrial heritage of Lewiston-Auburn while expanding its vision as a regional cultural hub. The organization sought to deepen its connection to community history while creating a modern, flexible brand that could grow with its ambitions.

Dig into the history first. Over the course of a year, we worked closely with the team to craft a new name, narrative, and identity system grounded in storytelling, historical context, and future potential. A flexible naming structure and layered logo gave the brand room to move. A historically inspired color palette and dynamic website gave it a voice. What emerged was a brand that unites past and present, positioning Maine MILL as a cultural destination and a catalyst for economic vitality.

In June of 2026, Maine MILL opened the doors to a new 22,000-square-foot museum on Beech Street, the culmination of a $15 million capital campaign and three decades of growth. We had the privilege of designing the signage and environmental graphics that carry the brand through the building, from the front door to the galleries. More than 1,500 people came through during opening weekend. Thirty years of work, a brand built to hold it, and a building full of people finding themselves in the story.