We got the assignment to rename a museum- boring, right? Nope. Not when it’s in the top 10 percent most visited museums in the country and home to one of the most extensive pop culture collections in the world. People know the EMP Museum for Jimi Hendrix guitars and Death Stars, but they didn’t know Hello Kitty came through and the Easy Rider motorcycle is in their permanent collection. Oh, and side note. We weren’t allowed to use any of the pop culture icons in our work. Licensing issues. This is the story of EMP turning into the Museum of Pop Culture.