Buffalo Museum of Science
Find Why.
Challenge
When the Buffalo Museum of Science came to us for a rebrand, we saw huge potential in how the organization could reintroduce itself to Western New Yorkers. But it would require a bit of chemistry. Vying for families’ already stretched time and attention wouldn’t be easy – especially with even more competition soon entering the market. But we believed staking a claim would be just the catalyst for new energy.
Action
We started the most fitting way – with science. Our analytics team deployed a quantitative study to not only gauge current perceptions of the Buffalo Museum of Science and other local culturals, but also to learn what our various audiences were seeking from us. We arrived at a new tagline, Find Why, which encapsulates the museum’s position as the source for answers and, more importantly, questions.
From there, we created a new logo that paid homage to the institution’s iconic observatory which sits atop the building. We then deployed “Find Why” in outdoor, online video, TV, print, museum signage, and collateral.
Results
The new brand was received with overwhelming positivity. Internally, the staff embraced their role as the approachable experts and had a renewed sense of purpose. External audiences were captivated as well. The brand videos garnered nearly 300,000 impressions and attendance was up 63% in the 10 weeks following the launch. All in all, it was one successful experiment.