Morgan’s Wonderland Rebrand
BRAND IDENTITY
Known in the community primarily for Morgan’s Wonderland theme park, Morgan’s Inclusion Initiative (MII) aimed to undergo a comprehensive rebranding to align with its growth and expanding services. K Harvey evolved Morgan’s name and iconic butterfly visual to symbolize the umbrella organization, providing a cohesive identity. The rebrand achieved success by creating a brand architecture consistent in look, tone, and feel, reinforcing Morgan’s core values of inclusion.
Morgan's Wonderland, Morgan's Inspiration Island, Morgan's Sports, Morgan's Multi-Assistance Center, and Morgan's Camp—these extensions of the brand serve and help so many people, it was critical that their efforts come together in the larger Morgan’s story.
Positioning Morgan’s as the home for inclusion and accessibility had a positive community impact. It provided spaces where individuals could come together, fostering recreation, guidance, and understanding. It helped each division of the organization continue their mission while always conveying their distinct commitment to inclusivity.
