Science World
The key objectives for this brand refresh were to align with Science World’s new strategic direction and connect to a new generation of current and future science lovers, better communicate our non-profit status and province-wide program reach, and develop a brand system that could be dialed up or down in energy and tone in order to work in contexts as broad as a preschool science program, to donor communications. The team also needed the new brand to communicate that Science World is ready to embark on an exciting adventure to learn more about the world around us – and we want everyone to come along.
I led the in-house brand design team to update the visual brand to reflect a playful, curious, and inclusive spirit, while collaborating with external web development and photography talent to help bring the vision to life.
Contribution
Creative Direction
Design Leadership
Stakeholder Engagement
Research
Brand Strategy
Collaborators
Brand Design Team:
Nikko De Guzman
Madeline Koeberling
Jeff Porter
Kirsten Whitney
Year
2019
The process involved months of iteration, testing, prototyping, and ensuring there would be enough flexibility to encompass the wide variety of programs, events, and exhibitions that Science World led in both physical and digital spaces. I led key internal stakeholder presentations along the way to seek input and incorporate feedback, developed a rollout plan, and worked with our web agency to build out a brand new website that would be the first touchpoint in the rollout.
The end result: a bold, cohesive brand embedded with the spirit of exploration. The key brand colour was a beaming yellow we dubbed 'Bright Future', with a playful, saturated secondary palette to support it. The logo was made bolder and a little friendlier; and the future growth of 'the dome' is indicated in the slight halo effect around the dome icon and its edges rounded.
The project was also recognized with an RGD In-House Design Award of Merit in 2021.
