It is in the nature of mankind to seek out adventure. This is the driving idea behind the Center for Adventure Photography (C.A.P.). The museum is treated as the center-point of a movement to bring likeminded artists and adventurers together. The identity is characterized by a sense of directionality, especially as represented by the sturdy arrow icon. At the forefront of the identity is a curation of photographs that draw in the viewer. Creating, naming, and positioning the museum, as well as designing its identity, allowed for considerable creative freedom. The challenge lay in establishing the brand guidelines within which this creative freedom would be expressed. The result was a consistent visual system and narrative throughout the brand.