How Do We Know?

This marketing campaign was a team effort designed to promote the grand opening of the North Carolina Museum of Natural Sciences’ new wing, the Nature Research Center (NRC). The NRC was created to spotlight current scientific research while engaging the public to foster a better understanding of science. The campaign posited intriguing statements based on scientific research such as, “The center of the Milky Way tastes like raspberries,” followed up with the question, “How do we know?” The opening of the new wing helped boost the Museum’s attendance to more than 1.2 million that year, making it the most-visited cultural attraction in the state. As Assistant Art Director, I was an integral part of the concept development and design, from the initial brainstorming stage, to the cohesive, 360 marketing campaign including organic and paid social media, posters, print ads, plaza banners, and various other promotional collateral.