Carnegie Science Center
CSC
- Opened in 1991
- Located on Pittsburgh's North Shore along the banks of the Ohio River
- One of the four Carnegie Museums of Pittsburgh
- Mission is to inspire learning and curiosity by connecting science and technology with everyday life
- Provides a variety of scientific experiences, including exhibits, movies, sleepovers, field trips, camps and outreach programs
Challenge
- From 2002-2005, brand identity was neglected and became atrophied
- Lack of strong umbrella identity led to creation of multiple "mini brands" for programs and offerings
- Main brand re-energized in 2006, including refined logo, new color palette and new tagline, "Where Science Happens"
- Brand architecture of "mini-brands" remained confusing, arbitrary, and ineffective
Solution
- Developed a strategy for positioning scientific experiences under the new core, umbrella brand
- Assessed existing brand architecture and "mini-brand" structure
- Evaluated offerings and restructured using Brand Quadrant Tool
- Validated preliminary findings with key management
- Presented analysis and recommendations to 20 members of senior staff at Brand Architecture Summit
- Facilitated discussion and determination of final structure
Results
- Repositioning strategy providing for greater synergy of effort and increased brand recognition
- New brand architecture simplifies classification of new offerings as programs are developed
