Museum Of Awe

 

Audience understanding, brand positioning, and bespoke experience design tools created for visual strategists from NASA seeking to gain investment for the Museum of Awe and guide it’s expansion to new audiences and geographies.


 
 
 
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Challenges

  • Brand an experience, communicate its intent, know its visitors, and guide new forms of its creation.   

  • Understand potential stakeholders and what motivates them to invest in events or experiences.

  • Equip our clients with everything that they need to grow the Museum of Awe from prototype to multi-location pop-up.


Process

We presented our findings and progress over a series of in-depth workshops with the client.

 

We pulled from academia, psychology, and culture in order to propose new guidelines for brand communications, expanding outward from the clients original tone and granting the museum a voice of its own.

The use of the word “museum” in the title also prompted a closer look into the cultural perceptions of museums as a category.

 Having determined that the expectations of an individual in the ‘pre-state’ of the journey are highly influential on that individuals ability to experience awe, we understood that any preconceived notions surrounding the term “museum” would need to be addressed and that the Museum of Awe would need to be differentiated from the rest of the crowd.

Having determined that the expectations of an individual in the ‘pre-state’ of the journey are highly influential on that individuals ability to experience awe, we understood that any preconceived notions surrounding the term “museum” would need to be addressed and that the Museum of Awe would need to be differentiated from the rest of the crowd.


Audience Understanding

An audience understanding that accounts for the diverse range of backgrounds in—and thresholds for—the phenomena of awe among individuals.

 
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The Creators:

Those who create awe-inducing experiences, including our clients Dan and David.

 
 Meet Cecilia

Meet Cecilia

The Facilitators:

We consider “Facilitators” people who are curating or facilitating awe-inducing experiences – either for any other kind of personal gain or benefit: investors, art curators, producers, museum owners, venue owners, developers, etc. 

 Meet Asa

Meet Asa

The Experiencers:

We name “Experiencers” the people who are having “awe-inducing” experiences: from those who have previously visited a Museum of Awe to “awe junkies” – lovers and consumers of art or science, and even extreme sports practitioners. 

 

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We identified five common desires, or ambitions, between the creators, facilitators, and experiencers of the Museum of Awe.

  1. We are all excited by the endless possibilities of life.

  2. We all crave exploration and discovery.

  3. We are all ready to step into an experience that is different from the everyday. 

  4. We all want to reconnect with ourselves. 

  5. We are all willing to be part of a collaborative community.


Cultural Insights

  1. The name ‘Museum of Awe’ sets a series of expectations drawn from the general understanding of what a Museum should provide, but in reality the MoA experience is fundamentally different and almost opposite from a traditional museum experience.

  2. The creators of the Museum of Awe promise an experience that would benefit everyone, but not all people are ready to be ‘awed’ or to see the value of such a profound phenomenological experience.

  3. Most of the urban dwellers that the Museum of Awe addresses would benefit greatly from the experience that the museum has to offer, but triggers for awe are too often seen as distractions rather than invitations.


Brand Positioning

We ultimately came to the resolution that the experience is not a museum, but rather an "un-museum" — an environment that seeks to reframe life itself. “Life. Reframed.” became the center of our positioning, connecting out to the rest of the elements within the brand ladder.

We then created a wordmark and visual identity to go along with the brands positioning.

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Bespoke Experience Tools

Development of a system that allows the client to consistently map out an experience of awe from within the parameters of the brand from both an "output" and an "input" perspective. 

 

Mapping the Output of Awe

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Mapping The Competition: Awe-Inducing Experiences, Elsewhere and Everywhere

 

Mapping the Input of Awe: Experience Scale Tool

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Brand Book

We developed and designed a brand book that would serve multiple purposes moving forward — acting as a leave-behind for potential investors, or functioning as a creative brief for external agencies tasked with communications or campaign development.


Pitch Deck

In order to proposition MoA to investors, we then wrote the narrative for, and designed in Keynote, an investor deck that Dan and David could use to pitch the experience in order to gain funding. The deck was flexible enough to accommodate various “pitching” scenarios while maintaining a clear reason-to-believe and consistent brand tone. A preview of the deck can be viewed below. Full investor deck available upon request.

 
 

Clients: Dan Goods and David Delgado of NASA’s Jet Propulsion Laboratory

Context: SVA Masters in Branding, Honors Program

Teammates: Camila Rodrigues Lisboa, Jess Spataro, Khushbu Sanghi, Lynette Pope, Matei Schwartz
Advisors: Dr. Tom Guarriello, Mark Kingsley, Melinda Welch, Stephanie Millar


My Roles:

  • Project Management

  • Research

  • Interview Execution and Analysis

  • Writing / Editing

  • Client Presentation

  • Brand Strategy

  • Visual System, Investor Deck and Brand Book Design  


Process + Deliverables:

  • Phenomenological, Competitive, and Cultural Audit

  • Naming Exercise, Uncovering Market Opportunities.

  • In-depth Interviews

  • Audience Understanding

  • Wordmark

  • Strategic Platform

  • Experiential Toolset

  • Creative Brief

  • Brand Manual

  • Investors Pitch Deck

 
Kelsy Postlethwait