NASA 2021

X

MAKING THE INTANGIBLE TANGIBLE IS1 Studio | Spring 2021 - Final Presentation

The Team @Parsons

Zeeba

Richard

Kelly

Roseline

Kelly

Theresa

Nishant

Annyelica

Rachel

Younjin

Briana

Jared

Lina

Hai

Jenn

John

Mingshan

Kenny

Sam

Hyemin

Alexandra

The Team @Parsons

Today’s Speakers

Zeeba

Richard

Kelly

Roseline

Kelly

Theresa

Nishant

Annyelica

Rachel

Younjin

Briana

Jared

Lina

Hai

Jenn

John

Mingshan

Kenny

Sam

Hyemin

Alexandra

The International Space Station’s Humans in Space program was the genesis of the next era of space exploration.

It has created an incredible expansion of knowledge and an understanding of what’s possible.

Humanity has taken another giant leap forward.

The International Space Station has lost its voice.

Let’s Evolve the Brand to Meet the Moment

Floating Classroom

Floating Classroom

Unending Source of Knowledge

Nostalgia

Nostalgia

Futuristic

Immeasurable

Immeasurable

Immeasurable

The immeasurable & intangible are magnetic and pull us in through one thing.

Brand Story The International Space Station

How might we create a meaningful relationship with the general public, and in doing so, make a place for ourselves in the public consciousness?

Who is the General Public?

The General Public

The Everyday Scientist

The Romantic

The Ambivalent

The Everyday Scientist ➔

Excited about innovation

➔

Curious about the world

How might we enable the everyday scientist to take action?

MAKE IT ACTIONABLE

The Romantic ➔

Story-oriented

➔

Creative, artistic, big ideas thinker

The Romantic needs a story. Do we have one for them?

MAKE IT STORY-ORIENTED

The Ambivalent ➔

Lives in the present

➔

Can’t pass up a good time

How can we make ‘space’ relevant to their lives?

MAKE IT RELEVANT & EXPERIENTIAL

The General Public

The Everyday Scientist

ACTIONABLE

The Romantic

STORY-ORIENTED

The Ambivalent

RELEVANT & EXPERIENTIAL

The General Public

The Everyday Scientist

ACTIONABLE

The Romantic

STORY-ORIENTED

The Ambivalent

RELEVANT & EXPERIENTIAL

The General Public

The Everyday Scientist

ACTIONABLE

The Romantic

STORY-ORIENTED

The Ambivalent

RELEVANT & EXPERIENTIAL

The General Public

The Everyday Scientist

ACTIONABLE

The Romantic

STORY-ORIENTED

The Ambivalent

RELEVANT & EXPERIENTIAL

Wonder connects our audience

The Romantic

Wonder Seekers

The Everyday Scientist

The Romantic

Wonder Seekers

Wonder connects our audience Captured

By Wonder The Ambivalent

The Everyday Scientist

General Public

Brand Trends Social Media Wellness

Entertainment Gaming

Social Events DIY

Theatre Travel

Communities

Art

Documentaries

Our audience is diverse.

They engage with the world in multiple different ways!

Current State They come to us.

Mainstream Media

Website

Social Media

Future State We go to them.

Art Gaming Books

Communities

Journals

DIY

Travel

Social Events

Social Media

Entertainment Clubs

Engagement Principles for a brand that embodies Wonder

Celebrate the Immeasurability

Make it Fun, Make it Easy

Make it Personal, Make it Human

The Space Station Engagement Universe

Brand Guidelines

Website Design

Storytelling Toolkit

Brand Voice

Brand Guidelines

Website Design

Storytelling Toolkit Space Food Challenge

Humans of ISS

Social Media Filter

Fun Space Facts

Brand Voice

Website Design

Brand Guidelines

Storytelling Toolkit

Moon as Metaphor

Space Food Challenge Space Tetris

Virtual Escape Room

Humans of ISS

Fun Space Facts

Social Media Filter

Space Meditations

Brand Voice

Website Design

Brand Guidelines

Storytelling Toolkit

Moon as Metaphor

Space Food Challenge Space Tetris

Virtual Escape Room

Humans of ISS

Fun Space Facts

Social Media Filter

Space Meditations

Museum Interactive Theatre

Brand Voice Countdown Event

Website Design

Brand Guidelines

Storytelling Toolkit

Moon as Metaphor

Space Food Challenge Space Tetris Personal Care

Space Staples

Fun Space Facts

Museum Interactive Theatre

Virtual Escape Room

Humans of ISS

Social Media Filter

F&B Partnerships

Space Meditations

Wellness & Service Partnerships

Brand Voice Countdown Event

Storytelling Toolkit

Brand Guidelines

Moon as Metaphor

Space Food Challenge Space Tetris

Virtual Escape Room Social Media Filter

Fun Space Facts

F&B Partnerships

Space Meditations

Museum Countdown Event

1

Brand Book + Storytelling Toolkit

1

Brand Book + Storytelling Toolkit CURRENT STATE

FUTURE STATE HOOK

BODY / TONE

ENGAGE / END

HASHTAGS / LINKS

Celebrates the Immeasurability

That’s the face of a space explorer 🚀 Megan McArthur of NASA wanted to be an astronaut since she was 12 years old. Next Sunday, she will pilot the next SpaceX flight to the Space Station.

Megan’s is a critical job, and she needs to be grounded. She meditates to still her mind before a mission. If you’re seeking some grounding too, try our newest space meditations here: Reverie App.

#NASA #InternationalSpaceStation #Astronaut #Space #Meditation

Makes it Fun & Easy Makes it Personal & Human

Wonder Factor Reframes stories to have the wonder factor and leave the audience in awe

2

Social Media Engagement Celebrates the Immeasurability Makes it Fun & Easy Makes it Personal & Human

Wonder Factor Allows users to engage through curiosity and spark interest through two way interactions

3

The Exploratorium: An ISS Museum Celebrates the Immeasurability Makes it Fun & Easy Makes it Personal & Human

Wonder Factor The audience will find new discoveries behind each door and in every crevice of the exploratorium. They will leave with their mind blown with all the new facts and experiences

4

Virtual Escape Room Celebrates the Immeasurability Makes it Fun & Easy Makes it Personal & Human

Wonder Factor Generates excitement and a way for people to engage with the ISS in an interactive and hands-on event

5

Strategic Brand Partnerships Celebrates the Immeasurability Makes it Fun & Easy Makes it Personal & Human

Wonder Factor Bridges the connection between relevance of space and daily life

5

Strategic Brand Partnerships Celebrates the Immeasurability Makes it Fun & Easy Makes it Personal & Human

Wonder Factor Sparks curiosity and reimagines art, film, and music through space-themed local events

6

‘Moon as Metaphor’ Website Celebrates the Immeasurability Makes it Fun & Easy Makes it Personal & Human

Wonder Factor Brings the wonders of the moon to your screen and helps you connect to a distant reality

7

Space Meditation Celebrates the Immeasurability Makes it Fun & Easy Makes it Personal & Human

Wonder Factor Bridging the gap between your current environment and the vastness of the universe

https://issxparsons.squarespace.com/

Strategy Overview Brand

Engagement

➔

Transform the brand

➔

Understand audiences

➔

Discover a new voice

➔

Locate cultural based touchpoints

➔

Tell the new story

➔

Meet them where they live

➔

Create a presence, a relationship

Brand Manual

Project Report

Becoming Stewards of Wonder

“If we adopt the same collaborative mindset and practices that got us to the moon and back, and that built the International Space Station, we can alleviate poverty—and do much more.”

Ron Garan

THANK YOU Are you ready to be stewards of wonder?

IS1 Studio | Spring 2021 Final Presentation

X