California Academy of Sciences Ad Campaign

California Academy of Sciences, located in San Francisco, is a renowned institution that for decades has been sharing their research and exploration of science with all ages. The museum features several attractions including their “living roof”, The Kimball Natural History Museum, The Morrison Planetarium, The Osher Rainforest, and the Steinhart Aquarium.

Their mission is to “regenerate the natural world through science, learning, and collaboration.” The institute looks to create “life-changing moments” and share “world-changing science.” The audience of the Academy is a wide variety of ages and backgrounds, all with the curiosity and desire to explore our natural world.

The California Academy of the Sciences has a youthful, curious, and excited voice when discussing the many aspects of the institute’s exhibitions/collections. This tone is encouraging and inviting for young families and many guests. The identity of the Academy focuses on its core values of exploration, collaboration, advocacy, diversity & equity, and courage. They want to create an impact and build a stronger and brighter future for us all.

Doing more research about the museum and some of their design collateral, I found a lot of high-quality photography and imagery of the species they have on display. Along with clean san serif typography and bright colors. Then pairing that along with bold, witty copywriting the campaign will keep close in line with the academy’s branding while having a fresh voice. Also wanted to use their logo mark as a focal point of the design.