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THE LAWRENCE HALL OF SCIENCE
PROJECT TYPE
Brand Strategy, Brand Identity, Art Direction
YEAR
2018
LOCATION
IDEO - San Francisco
ROLE
Lead Brand Designer, Research Assistant
TEAM
Project Lead: Anna H.
Brand Strategy, Writing: Anna H.
Brand Strategy, Visual Design: Marylouise G.
Motion Design: Dogan Sekercioglu
Spatial Design: Matty M.
Client leads & Advisors: Fabian Hermann (Brand Director), Kate Lydon (Portfolio Director)
A Science Center Rejuvenated
with a Visitor-Centric Brand
Initially The Lawrence (then referred to as The Hall) approached IDEO to design environmental signage for their Berkeley hilltop children’s science museum. Quickly after beginning the project, the team discovered that much more needed to be done to communicate The Hall’s brand and mission to their widely varied audiences.
Working closely with The Hall’s leadership and running several community information gathering sessions within The Hall, a lean team of four crafted a new brand narrative and strategy, name, and brand identity design, including the design of key brand assets, to be implemented across print, web, and environmental touch points. Marylouise served as the sole brand visual designer on the project alongside a brand strategist and environmental designer.
What resulted was a brand that would grow with The Lawrence for the next 50 years. Upon debuting the proposed rebranding pitch deck to the board of Cal Berkeley, The Lawrence secured over $1M in funding to bring the brand to life through a partnership with local design firm IDW.
Photographs of final design executions courtesy of IDW's website.
