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