Curiosity Box
Brand Identity, Brand Strategy, Design Systems, Research
The product is amazing — but I felt the original visual identity didn't do it justice. This rebrand set out to fix that. The goal was to create a brand that feels as exciting, surprising, and weirdly wonderful as the products themselves. One that could stand out in the social feed and on the shelf. Bold, bright, and full of personality, the new identity reflects what makes Curiosity Box special — and leans into the unique tone and influence of Vsauce to connect with fans on every platform.
Leaning Into Personality
Most educational brands try to look smart. Curiosity Box needed to feel smart — in that distinctly Vsauce way where quantum physics meets dad jokes and somehow it all makes sense.
Michael Stevens isn't just the founder; he's the filter through which every design decision passes. That unmistakable mix of genuine wonder and playful weirdness that's captivated millions? That's the brand. Not a logo slapped on his content, but a visual system that thinks the way he thinks — taking big ideas and making them irresistibly accessible.
This meant building from the inside out. Starting with voice and letting the visuals catch up. Creating a design language that could swing from explaining the universe to celebrating a really cool magnet, and make both feel equally important. Because in Michael's world — and now in Curiosity Box's world — they are.
Creating a Hub for All Things Curiosity
The box is just the beginning. To turn Curiosity Box into a daily presence — not just a quarterly product — I created the concept for a social series called Michael's Fun Fact. Bite-sized, brain-tingling facts delivered through Instagram Stories, in Michael's unmistakable tone.
This idea turns the brand into a curiosity engine — fun, fast, and full of shareable knowledge. It's easy to produce, endlessly repeatable, and a natural fit for how Vsauce's audience thinks and scrolls. This extends the brand experience beyond the physical product, creating touchpoints that keep fans engaged between shipments.
The visual system supports this with templates and formats designed specifically for social content creation — making it simple to maintain consistency while keeping things fresh and surprising.