Case study

We The Curious

Increasing engagement in science

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We The Curious is a science centre and charity based in Bristol, previously known as At-Bristol.

CHALLENGE

As part of a two-year consultation process with visitors and other stakeholder groups, At-Bristol paused to reflect on its purpose and future ambition. Their most pressing issue was to make science more accessible to everyone, beyond the confines of traditional science or STEM subjects. They also experienced difficulties regarding the meaning, pronunciation and recall of their name (due in part to some confusion over its @t Bristol logo).

Solution
Outside

APPROACH

Curiosity emerged as a key theme. Innate in each and every one of us, it is as unique and personal as our DNA. It entices us to explore, encourages us to learn and enables us to experience and engage with the world around us. Anna Starkey, now the centre’s Chief Creative Officer said, “In a complex world, we need curious people more than ever.”

As a result, we knew the new name and identity couldn’t be passive. It needed to be uniquely engaging and highly unusual in order to arouse and excite speculation. Allowing people to be intrigued by what they saw so that each individual could experience it in their own unique way.

We employed a simple proposition that placed curiosity firmly at the centre of our strategy – ‘What if…?’

This core question helped focus our search for a compelling name and acted as a benchmark for our entire creative process. It allowed us to challenge the viewer, asking them to question what they were seeing, enticing them to search for their own answers – unlocking their inquisitive natures.

Books
2.2K
VISITORS

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£1.1M
REVENUE

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10
REACH

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98%
IMPRESSIONS

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2
AWARDS

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Billboard

SOLUTION

The new name, ‘We the Curious’, is therefore part-declaration, part call-to-action and embodies the desire within each of us to discover, experience and learn more about the world and our role within it. The bold new logo, constructed from a series of bright, geometric shapes, forms the word ‘curious’ with the full name placed below it (albeit upside down, serving as solution to the puzzle created by the shapes).

RESULTS

Relaunched in September 2017, the centre has since been able to fully embrace, embody and own curiosity across every aspect of their activities and communications. The culture of curiosity now extends onto social media with over 32,000 people continually interacting and asking questions (around three times the number following other UK science centres). As part of the project the client team also secured a £3m award from Wellcome’s Inspiring Science fund to create ‘Curious City’ – a participative experience driven by questions about science from the people of Bristol and under-represented audiences.

With their curiosity inspired, visitors are now much more likely to continue their exploration beyond the centre’s walls.

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“We challenged Keshi and his team to bring our new manifesto to life. We worked together to think beyond the confines of a visitor attraction, museum or traditional science centre and couldn’t be prouder of what has been developed. The strategic thinking, name and visual identity are truly remarkable; it reflects our intention and ambition to create a culture of curiosity beautifully. We’re so excited to discover where ‘We The Curious’ brand can take all our curious minds.”

Donna Speed, Commercial and Operations Director – We The Curious