Evolving the primary mark took time and consideration. The result pares down the details and locks in a shape-based form of the iconic building. The open door and dome shutter are simple gestures that communicate an invitation to all.
Inspired by research into the history of cosmology and astronomy, we developed a series of custom constellation illustrations that would fit the timeless style of their identity while adding a sense of play and discovery inherent to the process of learning about stars, a process that inevitably stokes the imagination. The illustrative assets are deployed throughout the system as both primary artwork as well as secondary gestures to add texture and story.
We designed the refreshed website to speak to our four unique audiences through the simple deployment of content blocks and copy callouts as well as deeper page hierarchy and the development of color-coded newsletters for each audience type.