Based in Dallas, MoMoney is an interactive museum experience that takes visitors from cowrie shells to crypto, with exhibits that let you design your own currency, dodge lasers in a heist maze, and snap a selfie in a vault of gold. The subject matter was rich. The opportunity was richer. The challenge was avoiding every tired trope that makes finance feel like homework.

We started by mapping what money actually looks like in the world — not just as currency, but as culture. Sale stickers. Bank note engravings. Pixel displays. Hand-painted signage. The graphic language of money turned out to be vast, chaotic, and genuinely fun to mine.

From there, we built an identity that could hold that tension: analogue charm and digital energy in the same breath, serious enough to earn trust, loud enough to earn attention. The result is a visual world as layered and dynamic as the museum itself – built for families, adults, and curious tourists equally, with plenty to reward a second look.

The verbal identity carried that same charge: provocative but accessible, witty without trying too hard. A voice that can pull off "The one place you want to see inflation" on a billboard and "For Buck's Sake" on a tote bag with equal conviction.