Research showed that the museum needed a change. People saw it as a bit dull and uninspiring. An entirely new brand was created for the museum, with key strategic and creative leadership from Fable founder, David. This included a new brand strategy, new logo, new ads, new job titles, and more. The new brand strategy was centered around the idea of “wonder.” It was determined that people experience the museum in three phases: curiosity, discovery, and inspiration. Ultimately, people should be moved by the science that’s all around them and then come to the museum when they’re ready to learn more.

The brand has remained strong enough to contain all the elements that make up the museum and its marketing, powerful enough to help create a roadmap of the museum’s future, and flexible enough to expand and evolve over the years. Attendance is up 60%, memberships are up 35%, and website visits are up 70%.

Fable founder David began this project as work for hire by another agency. The museum then became (and remains) a proud Fable client.

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