Cosmosphere Brandbook by Vora

WE ARE THE

COS MO S PHE R E

WE ARE A SPACE MUSE

WE HAVE STORIES TO S

WE STRIVE TO FEED TH

Yep, that’s right!

EUM IN KANSAS.

SHARE.

HE CURIOUS MIND.

OUR MISSION

To stimulate public interest in

by providing information, ex

are educational and entertain

of a public museum and plan

n the exploration of space

xhibits, and experiences that

ning through the operation

netarium.

BUT

OUR MISSION

ISN’T BEING M

MET.

Yet....

HOUSTON,

WE HAVE A PR

ROBLEM.

MAKE THAT

01. IDENTITY CRISIS The Cosmosphere does not have a strong identity that can spread across all programs and be cohesive, consistent, unique, and inspiring.

02. TARGET AUDIENCE So who exactly is the Cosmosphere targeting? There is a large group that could be targeted, but is being overlooked at this very moment.

03. MARKETING & PROMO Some people have no idea something as wonderful as the Cosmosphere exists in Kansas. Some have been here before and completely forgot that it still exists.

WHY DOES IT MATTER? THE ARTIFACTS

THE COSMOSPHERE

VISITORS

There is a decline in visitors.

The Cosmosphere doesn’t have

People don’t live near it or think

enough advertisement.

it’s far.

SO WHAT?

The target audience isn’t being

They don’t think it is worth it to

reached and less people know

make a trip.

SO WHAT? People don’t always go back if they have seen it once. SO WHAT?

what it is. SO WHAT?

The artifacts will not be able to be

SO WHAT?

shown or appreciated as often as they should.

Many people will pass the chance There will be a decline in market

to visit the museum.

share. SO WHAT?

SO WHAT? SO WHAT?

There won’t be enough profits to house or restore the artifacts.

The Cosmosphere won’t get new There won’t be enough profits to

visitors and therefore will not meet

house the artifacts.

its mission to inspire and spark the

SO WHAT?

wonder of space. SO WHAT?

The Cosmosphere will lose its bids in artifacts given from NASA.

The Cosmosphere will go out of business.

SO WHERE DO WE STAND?

Although the Cosmosphere is one of a kind, there are competitors who are great at what they do and offer similar attractions. Let’s see what we could fix to stand out from the crowd.

COM P LEXPLORATION E X I TY

NASA

PLACE

MINIMAL

SPACE CENTER HOUSTON

COSMO SPHERE

SMITHSONIAN AIR & SPACE MUSEUM

P E R C E IV E D M OVEM EN T

SPACE CENTER HOUSTON

DYNAMIC

KENNEDY SPACE CENTER

COSMO SPHERE

EXPLORATION PLACE

STRATACA

ORIGINAL

STRATACA

SMITHSONIAN AIR & SPACE MUSEUM

SPACE T EC H N OLOG Y CENTER NASA

HOUSTON

HIGH TECH

STRATACA

COSMO SPHERE

KENNEDY SPACE CENTER

STATIC

COSMO SPHERE

NASA

IMITATIVE

KENNEDY SPACE CENTER

NASA

KENNEDY SPACE CENTER

HAND MADE

SMITHSONIAN AIR & SPACE MUSEUM COSMO SPHERE

SMITHSONIAN AIR & SPACE MUSEUM

EXPLORATION PLACE

T IM E TRADITIONAL

NASA

KENNEDY SPACE CENTER

SPACE EXPLORATION CENTER HOUSTON PLACE

AU TH E N TIC ITY

ORNAMENTAL

STRATACA

SPACE CENTER HOUSTON

EXPLORATION PLACE

STRATACA

FUTURISTIC

AVANT GARDE

SPACE CENTER STRATACA HOUSTON

KENNEDY SPACE CENTER

CO MPLE XI TY MINIMAL

ORNAMENTAL NASA COSMO /CURRENT

EXPLORATION PLACE

TI ME M OV EM EN T

SMITHSONIAN AIR & SPACE MUSEUM

WE CANNOT CHANGE ANYTHING IF WE CANNOT CHANGE OUR THINKING.

SOCIAL Visiting the Comosphere shows that I am knowledgable and makes me seem intelligent, appreciative, and interested in science and history. When I take part of the camps, I am and am not getting pulled into a bad crowd or being peer pressured. I could bring all my friends and family because there was something there for everyone, no matter what age.

OLD

FUNCTIONAL

The Cosmosphere is a quality museum with rare artifacts, has activities to last longer than an hour, and tickets are cheap. Children go to their camps to learn about science and space.

NEW

I learned so much about the history of space in an unbiased and interactive way. It was more than a museum, it was a place to be curious.

MENTAL Visiting the Cosmosphere engages me with history of space through interaction. It gives me a sense of wonder and inspires me to have fun and learn more. Being a part of the program gives me the responsibility of my future and education. The Cosmosphere rekindles my sense of wonder of outer space. I am proud that we have come so far for humanity. I love that I had so much fun learning, it was much more enjoyable than I expected.

SPIRITUAL The Cosmosphere strives to remind us that there is a bigger goal for all of humanity. There are still many things we can learn and it is our responsibility to make strides to further humanity. There are still many things we can learn and it is our responsibility to make strides to further humanity. I want to learn more about space and see what current new endeavors are planned for our future.

Brand New

THE MISSION

FIXES THE F

MISSING I UNKNOWN AND NE NON-EX MARKETING & There is a decline of visitors.

WHY?

Not many people know about it or what it offers

WHY?

Not enough advertisement

People don’t

Its worth is not

May not have

live near it or

seen or it may

heard about

audience

think its far

not be on your

it at all.

can’t bring

bucketlist.

Don’t want to go alone or without group

Younger target

themselves.

FOLLOWING:

IDENTITY, AUDIENCE, EXT TO XISTENT & PROMOTION Teenagers &

College students

don’t visit as often.

WHY ?

Lack of interest; “Too busy”

WHY ?

Concerned

May not live

Still don’t

up excuses

with school

close enough

know what it

not to go.

and classes.

to visit.

is or what it

They make

has to offer.

WE WANT TO SPARK WONDER PRODUCT/BENEFIT Space museum and interactive educational platform including planetarium, demonstrative lab, and dome theater.

POSITIONING Second largest collection of space artifacts in the world. Focusing on the history of space with a strong emphasis on the Space Race.

STYLING Awe-

Romanticism

Inspiring

Spirited

Sublime Mystification

FULL OF W

WONDER

MISSION To stimulate public interest in the exploration of space by providing information, exhibits, and experiences that are educational through the operation of a public museum.

VISION Honoring the Past and Inspiring the Future of Space Exploration.

VALUES Is Progressive

Is Reliable

Is Honest

Is Curious

Is Neutral

Is Engaging

Is Exciting

Sense of Wonder

WE NEED TO TAKE

STEPS TO MAKE GIA

E SMALL

ANT LEAPS.

THE FUTURE IS WITHIN REACH

COM P LEXPLORATION E X I TY

COSMO /ENVISIONED

MINIMAL

out from the crowd and complete our mission.

SPACE CENTER HOUSTON

NASA

PLACE

Here is where we need to be in order to stand

COSMO SPHERE

SMITHSONIAN AIR & SPACE MUSEUM

SPACE P E R C E IV E D /ENVISIONED MCOSMO OVEM EN T CENTER

COSMO SPHERE

STRATACA

AU TH E N TIC ITY ORIGINAL

SPACE EXPLORATION CENTER HOUSTON PLACE

STRATACA

SPACE T EC H NCENTER OLOGY

HOUSTON NASA

HIGH TECH

STRATACA

COSMO SPHERE

SMITHSONIAN AIR & SPACE MUSEUM COSMO /ENVISIONED

KENNEDY SPACE CENTER

T IM E NASA

SMITHSONIAN AIR & SPACE MUSEUM

KENNEDY SPACE CENTER

SMITHSONIAN AIR & SPACE MUSEUM

STATIC

COSMO SPHERE

NASA

IMITATIVE

KENNEDY SPACE CENTER

EXPLORATION PLACE

HAND MADE

SMITHSONIAN AIR & SPACE MUSEUM COSMO SPHERE

TRADITIONAL

NASA

KENNEDY SPACE CENTER

COSMO /ENVISIONED

ORNAMENTAL

STRATACA

EXPLORATION PLACE

HOUSTON

DYNAMIC

KENNEDY SPACE CENTER

SPACE CENTER HOUSTON

EXPLORATION PLACE

STRATACA

COSMO /ENVISIONED

FUTURISTIC

ORIGINAL & DYNAMIC AS WE SHOULD BE DYNAMIC

COSMO /ENVISIONED

SPACE CENTER HOUSTON STRATACA

AUT HE NT I C I TY

EXPLORATION PLACE

IMITATIVE COSMO /CURRENT

STATIC

P ER CEI V ED M OV EM EN T

KENNEDY SPACE CENTER

SMITHSONIAN AIR & SPACE MUSEUM

NASA

PREPARE TO LAUN

THE NEW COSMOS

NCH:

SPHERE.

WE ARE

THE PAST.

WE ARE

THE FUTURE.

Imagine the Cosmosphere as a living personality. It will make it easier to understand how to approach our long-term goals and to see through our perspective.

YOU ARE AFRAID OF WHAT?

YOUR LIFE MOTTO IS?

Not being able to learn more. Another extinction. Dying in space. Not enough funding for space exploration. Humanity losing its thirst for knowledge.

“Ad astra per aspera” “To the stars through difficulties”

YOUR HEROES ARE? YOU READ WHO? H.G. WELLS: The best and most influential science fiction writer of all time whose stories are timeless. He’s set the bar for everyone else. RAY BRADBURY: He uses descriptive writing to paint the portrait for readers. By writing visually, I can imagine myself as part of the situation, like watching a movie.

YOU DREAM ABOUT? Surrounded by thousands of stars while sitting on the moon staring back at the Earth. Moonwalking. Floating in zero gravity. Discovering another life form and becoming emmersed with another culture. People from all over the world eager to learn about space, remember the past, will make a difference in their future. When people ask about the Cosmosphere that people will know exactly what it is.

GALILEO GALILEI: The man who laid down the foundation for future scientists. Always questioning the world around him and made amazing discoveries. A man before his time. Although many people had opposing beliefs, Galileo still fought for what he believed in. SIR ISAAC NEWTON: Of course everyone knows Newton for his three laws of motion and his famous theory of gravity that started with a falling apple. He didn’t discover much, but his theories were intelligent and forward thinking. ROBERT GODDARD: Also known as the father of modern rocketry, revolutionized astronomy by looking upwards into the sky with a dream of space travel. He built and tested the world’s first liquid fueled rocket, but never lived to see his dream come true.

WE ARE

FULL OF

WONDER.