Continuum continues their series Open for Branding, where they are sharing, from start to finish, their latest branding project for the new, nomadic Design Museum Boston. They're asking for your input, so don't hesitate to leave your feedback in the comments below.

Last week, we created brand pillars and did our initial thematic exploration. So, what's the next step in creating a brand identity? Presenting the boards to the client and getting their reaction. Here's the end result of that meeting, coupled with your reaction to the boards that we posted last week.

The exploration meeting with the client is always enlightening. The boards serve as a conversation starter to get the client to verbalize their needs and what they want their identity to accomplish. Here's what museum directors Sam and Derek are looking for:

-To communicate that the museum is approachable, enthusiastic, and passionate

-To be able to transform the space they're in using graphics and materials. Because they do pop-up exhibits, they need their identity to help accomplish this

-To educate the public and talk to the general public, not just designers

-To make sure the identity has flexibility so that they can apply it to exhibits, merchandise, fundraising material, and the website

-To play up the human side of design

This direction is the most courageous. It's got a strong use of color. Typographically, it pops—using type more like art and image. It's got spontaneity and whimsy and an unexpected mix of color, type, and image.

From here, we begin to sketch concepts. Over the next week, we'll exploring what it would look like if we dialed up dynamic and bold more strongly. Playing up different pillars is a way to look at the challenge from different angles. The other pillars don't disappear —ultimately the identity will be a combination of all three—they just aren't emphasized.

As we sketch concepts and work through the design challenges that came up, we'd like you to weigh in, Click here to take our survey.

Next week: We'll show 6-8 first concept sketches exploring the bold and dynamic pillars.

Open For Branding Week 1: Continuum's transparent design project for Design Museum Boston.

Open for Branding Week 2: Look Before You Leap