A revered institution like the Saint Louis Science Center needed no introduction to local residents. But the Science Center had changed. The organization was looking for new ways to express its mission. It had new leadership, new buildings and a vision for a big future – and needed a brand to support it all.
Generations of St. Louis residents know the Science Center, and for many, it’s a place held in high regard. Unfortunately few in the community knew about its new focus on being an inclusive resource for science – nor about its growth plans.
A new brand and web experience would help solve this challenge. It would also help the Science Center connect with members, educators, donors, staff, residents and tourists alike. And, in the process, invite all ages to reconnect with the wonder and awe of scientific discovery.
To capture this story, we took a holistic approach to the brand, looking at the Science Center’s reputation and experience from all angles. We started with a two-day workshop to define broad goals and direction for the project, identifying key differentiators. With this as our base, we moved on to visitor and employee interviews. All of this fueled our take on the Science Center’s new core positioning and visuals – all of which message tested very well with visitors to the center.
We even looked beyond pure marketing for ways to better reflect the Science Center’s mission, providing the organization with ways to enhance the experience and bring a new spark to a St. Louis favorite – a spark that would accurately reflect an internal love for science.
To all the worlds inside it, big and small.
To atoms and oceans, sand and stardust, dinosaurs and dark matter.
Welcome to aha moments that launch a million questions – questions as infinite and strange as the cosmos, and just as thrilling to explore.
The Saint Louis Science Center is yours: free to enter, to experience, to shape, to share.
By creating a place where everyone can discover together, we’re forging the future of our region.
We’re putting St. Louis at the center of science, and science at the center of a more connected world.
Our research revealed that there were members of the St. Louis community that did not feel welcome at the Science Center, who were not even sure it was open to all. As we explored ideas for new elements of the brand identity, we wanted something that would break down this wall, and strengthen the entire region’s bonds with the organization. We wanted an icon that said, “science” of course, but we also looked for one that would show St. Louis as a center for scientific exploration.
The new logo speaks this universal scientific language in a way that’s approachable and accessible, while also being incredibly flexible. It’s a recognizable icon that gives room for motion and emotion. It’s a portal that people can travel through and explore. In the words of the new Science Center brand, it’s a window of curiosity.
The brand jumps into motion (literally) on the Science Center’s new website. Like the rest of the brand, we built the site to flex as the Science Center continues to grow – so it’ll be easy for the museum’s staff to add new content, new exhibits and new events.
The site is the very expression of the tagline, “Connect with curiosity,” as every section and every page is an invitation to explore scientific topics and visit the museum. Like the museum itself, it becomes unique for every visitor, letting people plan their Science Center experience by saving exhibits to a personal planner and purchasing tickets to key attractions in advance.
As the brand sparks curiosity here at home, it’s also garnering attention nationwide. Our branding work for the Science Center was recently recognized for excellence by Graphic Design USA and w3 Awards.
