ÔSee your world differently.Õ

Science is everywhere around us. But telling the story of science doesnÕt have to mean resorting to images of science labs and test tubes, diagrams and molecules.

For the Science Museum we made science stimulating; using bold imagery and everyday objects to show just how the subject touches even the most ordinary aspects of our daily lives, and in the most unexpected ways. In this case, science certainly went beyond the walls of the Museum in South Kensington.

Science fact

The everyday items we chose for the poster campaign had to appeal to two target audience groups: both adults and families. So we selected objects that were not immediately associated with science, and had great visual appeal. Notes explaining the science behind each object were shown handwritten alongside hyper real photographs of the item. Perhaps the most flattering aspect of the campaign was the number of other London museums that congratulated the Science Museum; they reasoned that their own visitor numbers were down while our posters were up.

Demanding briefs require truly creative solutions: solutions that can take on many guises. For the new Science Museum Visitor Map the idea was in a format devised having watched visitors walk through the myriad of galleries and floors.

By experimenting with mock-ups, we proposed a six page folded map in contrast to the existing and conventional third-A4 layout. This allowed us to show all the floors on one page, and cleverly allowed the user to fold to show just one floor at a time - making the map both easy to use and hold.

The theme created for the posters was carried across to the cover.

“The first full month that the new map was in circulation it received record rating scores amongst visitors and saw 90% of visitors rating way-finding information as excellent or good.”

Science Museum Orientation Review