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Just Imagine: Allen & Gerritsen Rebrands Museum of Science, Boston


Allen & Gerritsen (A&G) and the Museum of Science marketing and design teams have delivered a fresh perspective on how the Museum of Science looks, feels, and sounds to the world inside and outside the iconic building that connects Boston and Cambridge. Created with an eye towards the future of STEM learning, the campaign inspires kids and adults, educators and donors, employees and volunteers to do one simple thing: Just Imagine.

The work began with an idea: experience drives the imagination. Using the essential link between experience and imagination, A&G, along with the design team at the Museum, created a new theme line (Just Imagine), updated logo, brand identity, and design system, aimed at uniting Museum’s exhibits, programs and curricula, as well as the many traveling exhibits that take temporary residence at the Museum. From there, the team created television, video, digital, and outdoor. As one of the largest STEM content providers in the world, these new brand assets will help extend the Museum’s reach and invite people to join in their belief that everyone has a role in science and technology.

Todd Sperry, SVP, Marketing Strategy and Communications at the Museum of Science said, “This brand campaign shines new light onto the unique, hands-on experiences that the Museum has been about since the beginning. But more important than highlighting our past and present, the campaign positions us for a future that’s not just about the physical Museum in Boston, but about our essential role in fueling the next generation of global problem-solvers.”

The creative was led by A&G VP and Group Creative Directors, Marie Rockett and Pete Valle. “Our job was to show how children and parents experience something new at the Museum of Science every single time they visit and leave with their imagination buzzing,” said Valle. Rockett added, “The Museum of Science is an experience far beyond a school field trip, and our work brings this idea to life.”

About the Museum of Science, Boston

One of the world’s largest science centers and New England’s most attended cultural institution, the Museum introduces nearly 1.4 million visitors a year to STEM (science, technology, engineering and math) through the world-class hands-on exhibits, programs and pre-K-12 curricula of its William and Charlotte Bloomberg Science Education Center. An extraordinary variety of learning experiences span the Hall of Human Life, Thomson Theater of Electricity, Charles Hayden Planetarium, Mugar Omni Theater, Gordon Current Science & Technology Center, 4-D Theater, and Butterfly Garden. The Science Behind Pixar, created with Pixar Animation Studios, is touring internationally. The Museum’s National Center for Technological Literacy® has transformed STEM education nationally and internationally through advocacy, standards and assessment reforms, teacher professional development, and curriculum development. The Museum’s pre-K-12 curricula, including its award-winning Engineering is Elementary®, have reached an estimated 18 million students and 165,000 educators. Visit: