The Cambridge Science Festival is a real event that takes place every April at the MIT Museum and at select locations across Massachusetts to inspire kids to get into the STEM field. For this fictional rebranding project, the goal was to make the event more kid-friendly, playful, and aspirational.
Lenticular prints were one way to do that. For one, children love looking at other kids, thus using child models helped make the event look less intimidating. The 2-flip lenticulars were used on posters and postcards to promote the event. Side one depicted a child playing dress-up of someone in the STEM field (astronaut, scientist, or a builder), and side two depicted them as that person when they grew up. Each child looks up at an associated, motivational word (Dream, Believe, or Imagine).
The logo tilts up, making it playful but also a nod to the aspirational branding qualities, and the children looking up at their future selves.
For this Out of Home Branding project, I created a building wrap, banners, posters, interactive and static billboards, signage, tickets and promotional collateral, and a branding book to tie the pieces together.