Museum of Science

bringing focus to science and engagement


One of the world’s largest science centers and Boston’s most-attended cultural institution, the Museum of Science welcomes more than 1.5 million visitors annually, including over 200,000 school children. Nonetheless, it was facing several problems: flat attendance growth and outdated facilities and programming. Working together with Minelli, the museum solved these problems. Armed with the brand strategy we built, they embarked on a bold transformational journey, from regional destination to nationally recognized hub of science and technology. An updated visual identity further strengthened the brand by unifying marketing efforts and messaging.

The brand strategy and identity we created has been instrumental in the Museum of Science’s success. It formed the backbone of the initial phase of a $250 million capital campaign. Today, it continues to inform programming, visitor experiences, and exhibit planning.