We conducted discovery sessions and interviews with key stakeholders and used them as a springboard for ideation.
We identified SAMSAT as a place where patrons are presented hands-on opportunities to understand technologies that in the past seemed impossible or far-fetched and by doing so, challenges them to rethink what is possible in the future. This approach allows SAMSAT to move beyond just STEM skills learned while in the museum and to take ownership of the “inspiration” that leads to innovation.
We created the tagline “Inspiring What’s Next” to summarize this positioning of the museum and broaden its appeal past the niche STEM crowd. This tagline was unanimously embraced by the board.
We then created a positioning playbook to guide SAMSAT in communicating this new vision to students, parents, donors and city leaders. This allowed them to move forward in their messaging while the visuals for the upcoming campaign are developed.
Lastly, we provided PR support to raise awareness for the appointment of Doug King as the new CEO and of the Mayor’s K-12 Smart City Challenge co-developed by SAMSAT and the office of Mayor Ron Nirenberg.
A full rebranding campaign is currently in development.