Becoming a Science Center

Ciência Viva – Pavillion of Knowledge

A new Brand Positioning for one of the
biggest Science Centers in Europe.

A museum or a science center? For kids of for everyone? Can the Pavillion of Knowledge be appealing to millenials? How might we conduct these changes?
These where some of questions we had to anwser along the Branding Audit and development process.

Process,
actions
& tools
Actions and Tools

– Interviews with team, board of directors, museum experts and workers
– Contextual observation
– Contextual experience
– Brand touch points evaluation
– Online search trending
– Online Survey
– Word Association mapping
– Benchmark search.

team doing project kickoff
Google trends report
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– Analogous competitors research
– Stakeholder and context mapping
– Communication mapping
– Website statistic analysis
– Museum market relevance analysis
– Topic association exercise

Toyno team interviewing guy
+

– Observations
– Trend pattern identification
– Goals repositioning
– Behavioural study analysis
– Users in depth interviews

guys discussing findings
Google Analytics regional interest map
Toyno's team jumping and smiling
+

– Identity positioning
– Visual research and associations
– Fast Forward day for concept exploration
– Concept finding
– Signage system analysis
– Brand Voice definition

guy looking at a chalkboard full of post its
+

– Sketching
– Visual immersion
– Communication Design Development
– Visual creation scenarios
– Signage system Development

Google Analytics report card
workshop attendee smiling
guy drawing on a sheet of paper
team members talking
people with glasses
Team looking at a wall full of research
pie charts about answers
Results
& Profit

If we wanna bring more
people in let’s start by looking
and talking to them.

Welcome.
Brand Audit

For projects this scale we don’t need extra motivation. We just need extra time and resources. We interacted with every exhibit, analysed all the touchpoint and talked to everyone on our way. Enough data to feed the next round and to validate some of the project group pre assumptions.

This is not a museum.
It´s a Science center.

Brand Positioning

A huge, small step was changing – in every channel – the word “museum” for “science center”. All of our research analysis, and online trending pointed that way. After all, Pavilhão do Conhecimento doesn’t have spider webs anywhere.

This is not only for kids, It’s for everyone.
Target Mapping

How do people perceive the Science Center, what are the behavioural triggers that motivate them to go there. Which ways do we have to get them to go in? How do we use the surrounding context to influence their choices, and how can we communicate to a broader population in a more unisonous way. These where some of the questions that we ended up answering in the end.

This is not local, It’s influential.
Brand Vision

Description: “My vision can be the vision” is our motto for these type of exercises. The majority of the answers to all of the unsolved links still to connected come from these dialogues with both teams. We find a target and a table and we put everyone contributing with scenarios, ideas, references and personal thoughts. In the end the main values, mission and vision, arise naturally.

This is not just what we are.
It´s what we will be.

Communication Strategy

We look at visual communication the same way we look and competitors and inspiration. We map them and see where do we see ourselves. We explore new visual possibilities that can translate that new vision and that can address to the targets we are trying to address. This is going from what we feel to how we will be looking like.

Consistency
Visual Implementation

Another dose of contextual research to create the new signage system subproject was develop while closing down a vision brand book, web style guide, new visual communication touch points and language style.

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