Discovery World

Where Seeing the World Differently is Just an “Aha!” Away

Our world is weird, whimsical, and downright wonderful. Discovery World, Milwaukee’s immersive science experience for lifelong learners, needed a new brand to match its extraordinary mission. After years of experiencing inconsistency with their brand identity, Discovery World’s team called on Savage to seek a solid ground. 


  • Brand Architecture
  • Brand Identity
  • Campaigns
  • Interior Design
  • Website

The Client: Discovery World

Discovery World exists to engage tomorrow’s generation of learners—today! By leveraging the awesome power of science through hands-on exhibits, virtual reality, design labs, and an aquarium full of turtles and stingray, these immersive experiences encourage everyone to embark on their own path to discovery. 

The Challenge

Not Just a Place

Discovery World’s world-class building sits alongside Lake Michigan, sharing the shoreline with Milwaukee’s iconic Art Museum. Often deemed a “science center,” Discovery World’s true extraordinary wonders are masked by its modest exterior.

Throughout the creation of the brand architecture, it was paramount to emphasize that Discovery World is not just a physical place. It’s an immersive, ongoing experience in the greater STEM ecosystem. 

Whether guests want to explore an underwater world in the Reiman Aquarium, investigate hybrid vehicle technology in the Clean Air Trek, or learn about the evolution of the electric guitar in the House of Sound, Discovery World has the range—and the innovation—to make science fun! 

It’s not a science museum; it’s an empowering science experience. 

The Strategy

Endless “Aha!” Moments

Knowledge is power. At Discovery World, guests uncover scientific wonders they didn’t even know they were looking for. Just one hands-on interaction has the power to spark curiosity, radiating into a relentless pursuit of further discovery. 

Savage brought the promise of unlimited “aha!” moments to life. We designed a custom geometric alphabet for signage, wayfinding, and web design. The letters alone should spark imagination—guests are invited to look for hidden words in the logo, inspiring imagery, and fun facts sprinkled throughout exhibits.


The Result

Awe-Inspiring Exploration for Everyone!

Curiosity is the catalyst to discovery. The new vivid colors and abstract designs enchant guests of all ages, empowering even more lifelong learners to get up and get exploring.

Discovery World aims to ignite a love of endless interest in our whimsical world. Their new brand identity attracts new community members to bring their whats, whens, and whys. It’s time for more guests to embark on a path to discovering the answers to all of their curiosities—and unearthing new ones along the way!