The Museum of Wonder, located in Seale, Alabama, is a quirky roadside attraction that showcases the eccentric artwork of Butch Anthony. His collection features found paintings that he personalizes with his own imaginative twists, creating a distinctive and one-of-a-kind style.
The project’s objective was to design a campaign that would not only entice travelers driving along Highway 431 to spontaneously stop but also encourage those who may not have considered it to make the museum a purposeful stop on their journey. The core of the campaign was centered around the call to action, “Wander off the beaten path into a world of wonder,” which encapsulated the essence of the museum, inviting people to explore the unexpected and embrace the unconventional.
The conceptual development process revolved around capturing the whimsical, offbeat spirit of the Museum of Wonder. The design needed to reflect the museum’s eclectic and unconventional atmosphere, organized in a way that’s almost chaotic, with elements of surprise and wonder throughout. The typography was carefully chosen to mirror the white line work that is a signature feature in Butch’s artwork. This visual cue helped create a cohesive link between the campaign and the museum’s existing aesthetic. Additionally, the layout was deliberately designed to be both spontaneous and structured, echoing the disordered yet organized nature of the museum’s collection.
Overall, the design reflected the museum’s eccentric vibe: chaotic yet organized, fun yet thoughtful. The campaign’s call to action and visual elements worked together to invite travelers to “wander off the beaten path,” promising a world of wonder waiting to be discovered.