Services included: Repositioning, Brand Architecture
Evolving Beyond the Original Mission
Challenge: Projections for attendance and revenue were not being met. While it was acknowledged that there were exciting experiences and programs at Liberty Science Center (LSC), the connection between them and the institution overall was not reinforced due to multiple messages and imagery with no common thread or identity. Departments were siloed and there was management disagreement on what the institution should “stand for”.
Insight: Interactivity enabled kids to experience self-discovery and, consequently, a whole new perspective.
Solution: Developed a brand strategy tapping into the personal outcome of the interactive experience and on which messages to different audiences could be based.
We supported the strategy with a Brand Architecture which created a strong linkage between sub-brands of exhibits and programs and the overarching Liberty Science Center brand that was bigger than the sum of its parts.
Results: Weeks after completion the State of New Jersey acknowledged LSC as a landmark institution and the State granted an unprecedented amount for expansion. After 2 years of construction, the new Liberty Science Center was an embodiment of the brand strategy.