Maryland Science Center

Let's science

The museum world is a complicated one. The core purpose of educating, engaging, and being a public resource remains steadfast, while these organizations also need continually reinvent, show value and raise money to reinvest in exhibits and programs. At the heart of the Maryland Science Center's mission is an invitation - to inspire, and to be inspired. To work together as a team, to ask the question "what if..." and realize what's possible. Let's Science has become the Science Center's rallying cry - an open declaration that science is for everyone and an invitation for all of Maryland to take an active role in the movement to explore, discover and invent.

Expertise

Markets

Cultural Institutions, Non-Profit, Destinations

Online HQ

mdsci.org

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I

Identity System

A visual brand to reinvigorate

The Science Centered wanted to modernize and unify their visual brand with a developed language that would allow for flexibility, bring energy, and showcase their unique product and approach to interactive, collaborative and fun learning. We used the foundational hexigon shape of science that can be arranged in any pattern or density, pared a vibrant color pallet and illustrative iconography to compliment the heavier established Maryland Science Center elypsical logo. We then developed messaging platform that resolved in the actionable, inviting and inclusive Let's Science tagline.

Branding

Patterns

Voice

MSC.001 Identity Introduction
MSC.002 Identity Introduction
MSC.001 Identity Introduction
MSC.002 Identity Introduction
MSC.003 Primary Palette
MSC.004 Primary Palette
MSC.005 Primary Palette
MSC.003 Primary Palette
MSC.004 Primary Palette
MSC.005 Primary Palette
MSC.006 Business Cards
MSC.007 Complete Stationery Set

Stationery Package

Much like science itself, the octagon shapes are the building blocks of everything

A Legacy, Evolved

We combined a bold, bright sans serif type with remnants of the school's older, script-style logo to create a new identity that honors the legacy of the institution while embracing the future with excitement.

MSC.008 Style Guide
MSC.009 Style Guide
MSC.008 Style Guide
MSC.009 Style Guide
II

Brand Development

The Harmonious Marriage of Message and Design

We were dedicated to the importance of both words and visual design in developing the brand, establishing a tone that is conversational, welcoming and knowledgeable. The language and the design maintain this feeling of casual, approachable and smart, and elevate the brand with consistent application throughout all touch-points.

Print Materials

Apparel

Merchandise

MSC.010 Guide Map Cover
MSC.011 Guide Map Interior
MSC.010 Guide Map Cover
MSC.011 Guide Map Interior

Brand Exploration

A call to action for minds young and old, hungry to explore the world around them.

Icon

200

Year History

Icon

50+

Daily Explosions

Icon

13

Full-Size Dinos

Icon

1000s

of Minds Blown

MSC.013 Apparel Options
MSC.014 Apparel Options
MSC.013 Apparel Options
MSC.014 Apparel Options
III

Environmental

Branding The Space

A critical element of the brand execution was making sure the physical building conveyed the energy and inclusiveness of the new brand. Signage throughout the building began adopting brand language and design elements, and large graphics were used to create "experience spaces" for programming and visitor engagement throughout the museum.

Posters

Signage

Wall Graphics

15K

Octagons Currently in Use
MSC.015 Pricing Boards and Other Signage
“ ”

Building a community through innovative programs, authentic experiences, and advocacy for mission.

Maryland Science Center

MSC.016 Wall Graphics
MSC.017 Wall Graphics
MSC.018 Wall Graphics
MSC.016 Wall Graphics
MSC.017 Wall Graphics
MSC.018 Wall Graphics
IV

Website

The Hub Of Brand Message And Communication.

The Maryland Science Center's new website became one of the primary vehicles to showcase the brand, and to utilize varied content to exemplify how the organization lives their mission.

Web Design

Web Development

Parallax Animation

Custom Programming

Custom-Built CMS

MSC.019 Responsive Web Layouts
MSC.020 Color Palette Applied to Navigation Hovers
MSC.021 Color Palette Applied to Navigation Hovers
MSC.022 Color Palette Applied to Navigation Hovers
MSC.020 Color Palette Applied to Navigation Hovers
MSC.021 Color Palette Applied to Navigation Hovers
MSC.022 Color Palette Applied to Navigation Hovers
MSC.023 Parallaxing Background Objects
MSC.024 SVG Typography Masks
MSC.025 Complex Calendar Publishing
MSC.023 Parallaxing Background Objects
MSC.024 SVG Typography Masks
MSC.025 Complex Calendar Publishing
MSC.026 Responsive Ticketing and Layouts
MSC.027 Responsive Ticketing and Layouts
MSC.026 Responsive Ticketing and Layouts
MSC.027 Responsive Ticketing and Layouts
V

Branded Promotions

Heat Things, Freeze Things, Build Things, Take Things Apart, And Even Blow Things Up

With the new brand language in place, the Maryland Science Center sought to activate a summer traffic-driving campaign by creating a fun summer of "themed" weeks and promoting them through a combination of traditional and digital media.

Branding

3D Rendering

Video Production

MSC.028 Let's Science Summer Hype Video
MSC.029 Experiment Stills
MSC.030 Experiment Stills
MSC.029 Experiment Stills
MSC.030 Experiment Stills
MSC.031 Artwork Renders
MSC.032 Artwork Renders
MSC.033 Artwork Renders
MSC.031 Artwork Renders
MSC.032 Artwork Renders
MSC.033 Artwork Renders
“ ”

These renders are all my children. Leading up to the launch I nurture them, let them grow, and then release them into the wild.

FARINA / Motion, Video Designer

MSC.034 Finished Icons - Bubble Rockets
MSC.035 Finished Icons - Camping Logs
MSC.036 Finished Icons - Soda Eruption
MSC.034 Finished Icons - Bubble Rockets
MSC.035 Finished Icons - Camping Logs
MSC.036 Finished Icons - Soda Eruption

Illustrations

Playful, engaging animations and short-form video are the foundation of the campaign.

VI

Campaign Promotion

Getting The Word Out With A Bang

With assets and key art created, it was time to get people excited every week about the coming events. Using a mix of video content shot during test runs of the experiments and the renders, digital campaigns were run on social platforms like Facebook and Instagram in conjunction with Google Display ads and traditional billboards. Each element leveraged the newly completed website to give visitors all the explosive information they could handle.

Strategy

Digital Marketing

Social Activation

Out of Home

MSC.038 Complex Web of Social Activations
MSC.039 Master Cut of Weekly Badge Animations
MSC.040 Signage and Banners
MSC.041 Signage and Banners
MSC.040 Signage and Banners
MSC.041 Signage and Banners
“ ”

All elements drive to a landing page that delivered additional weekly content and tracked user engagement.

MADELINE M. / Project Manager, Self-proclaimed Scientist

MSC.042 Driving Guests Online to Schedules and Full Information

Maryland Science Center has been working with Mission for 4 years. Our trust that they will exceed expectations has given us the confidence to expand our relationship.

Chris C.

Senior Director of Marketing & Strategy, Maryland Science Center

Louisville Slugger

Baltimore School for the Arts