The Makers United identity began with a nod to handmade craftsmanship, but the final product reflected a broad—and perhaps unexpected— range of influences.

Makers United workshops challenged participants to put their making skills to use outside the Museum and feel connected to the broader maker community. My identity development research into affinity groups with passionate devotees turned to a surprising place: vintage football (soccer) clubs from around the world. These identities can be charmingly idiosyncratic, and you really can’t argue with the type of adoration that would lead a fan to paint their body in club colors. The vintage crests also felt akin to scout badges. Workshop participants might think of the crest as an achievement badge for having learned new skills. And when the exhibit was extended into the holiday season, we quickly developed a holiday-themed sub-brand to enhance the space to feel relevant and timely.

The final brand used friendly colors and fairly familiar shapes and patterns. But there’s an element of unexpected delight when these elements are combined together—just like the making experience itself.