In 2010, I led the development of the 2009 Annual Report for the Museum of Science and Industry, Chicago.
The challenge in 2010: develop an annual report that helps launch the MSI's new brand, including a new logo, new color palette and an all-new brand voice. The message needed to mirror recent television advertising launched during the 2010 Winter Olympics.
Look Inside Again was our annual report theme and call for everyone in Chicago and beyond to look again at the largest science center in the Western Hemisphere, because after the success of a $205-million capital campaign, we are not your father's science museum. We now feature 90% new content, including an exhibit that includes a 40-foot indoor tornado, a lightning-generating Tesla coil, a hyper-realistic "Giant Heart" that beats in time with your own and even a human-sized hamster wheel.
We tackled the challenge with a landscape format that allowed for wide photographs ofnew exhibitions. And we pulled the color scheme right from the new branding guidelines, helping push forward the "new" MSI brand.