The Franklin Institute is one of the oldest science museums in the United States. Today, it is launching a new brand identity while preparing to open the new Wondrous Space exhibit. The Institute’s President and CEO, Larry Dubinski, says that these changes will complement the museum’s 200th anniversary in 2024. The hope is that the programming and brand relaunch will inspire young people and help them understand that the future of space exploration depends on the scientists, researchers, and builders of today. To create an overarching new branding experience for the relaunch of the museum, the museum worked with top branding agency, Antonio & Paris, and exhibitions agency firm, MDSX.
Antonio Buchanan, Co-CEO and Chief Transformation Officer, explained “This has been a multiyear project with TFI. Strategically, there was much time spent understanding what visitors wanted from a museum. It became clear that they not only wanted to learn more about science but they also want to be entertained.”
Erin Armstrong, Vice President of Marketing, continued “Our team worked closely with the A&P team to get at the unique insight needed to deliver on visitor desires. Visitors want more information on science, more opportunities to engage with the museum and more educational and entertaining exhibits. Our new brand experience had to line up in an authentic and meaningful way.”
The museum had already started working on these activities before the pandemic struck. However, they utilised the time well and not only developed a new brand strategy and identity, but also created the new Wonderous Space Exhibit. In addition, they developed an online streaming platform which allows visitors to access videos and podcasts at any time, all year round.
Paris Buchanan, Co-CEO and Chief Creative Officer, adds “It was great working with such a progressive client. Our team was able to deliver a wonderful strategy and translate that into a visual and verbal articulation of the new tagline: There’s More Inside. This was extended beyond a new brand identity with an integrated campaign featuring an exciting spoken word artist.”
