Just Imagine: Allen & Gerritsen Rebrands Museum Of Science, Boston
Allen & Gerritsen (A&G) and the Museum of Science marketing and design teams have delivered a fresh perspective on how the Museum of Science looks, feels, and sounds to the world inside and outside the iconic building that connects Boston and Cambridge. Created with an eye towards the future of STEM learning, the campaign inspires kids and adults, educators and donors, employees and volunteers to do one simple thing: Just Imagine.
The work began with an idea: experience drives the imagination. Using the essential link between experience and imagination, A&G, along with the design team at the Museum, created a new theme line (Just Imagine), updated logo, brand identity, and design system, aimed at uniting Museum’s exhibits, programs and curricula, as well as the many travelling exhibits that take temporary residence at the Museum.
From there, the team created television, video, digital, and outdoor. As one of the largest STEM content providers in the world, these new brand assets will help extend the Museum’s reach and invite people to join in their belief that everyone has a role in science and technology.
Todd Sperry, SVP, Marketing Strategy and Communications at the Museum of Science said, “This brand campaign shines new light onto the unique, hands-on experiences that the Museum has been about since the beginning. But more important than highlighting our past and present, the campaign positions us for a future that’s not just about the physical Museum in Boston, but about our essential role in fueling the next generation of global problem-solvers.”
The creative was led by A&G VP and Group Creative Directors, Marie Rockett and Pete Valle. “Our job was to show how children and parents experience something new at the Museum of Science every single time they visit and leave with their imagination buzzing,” said Valle. Rockett added, “The Museum of Science is an experience far beyond a school field trip, and our work brings this idea to life.”
