Rebranding the Underwater Museum in Cancun, Mexico was fun and exciting for me. The museum is a collection of statue pieces planted underwater in order to rebuild coral reef habitats for the native aquatic life. Often the statues have coral planted on them that enhances and changes the art pieces over time. To ecoe the organic nature of the museum, the logo also needed to have fluid and organic pieces associated with the rigidity of a sans-serif typeface. The gradient I chose to use for this branding creates the experience of scuba diving beneath the waves, just as one would have to do to view the galleries in this museum. The bold fonts and bright colors make the museum feel bright, clean, professional, and modern. Having the coral shapes and imagery interact with the text also echoes the interaction between coral and statue, and even the statues with the natural environment in the area.