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HOW DO YOU REBRAND WITHOUT LOSING BRAND EQUITY?

DOUBLE DOWN ON A VALUES-BASED APPROACH TO BRANDING

Discovery Cube Rebrand

Mission Objectives

Discovery Science Center was an emerging local non-profit Science Museum in Orange County, CA with a desperate need to find its brand voice. With an opportunity to expand into the LA market, Discovery Science Center needed to define its niche in a competitive market already dominated by one of the largest science museums in the nation. A secondary challenge for Discovery Science Center was that their immediate competitor shared two-thirds of their same name, California Science Center. Our team of Rocketeers were on a mission to develop a brand strategy that would both maintain the integrity of the existing location’s brand equity and also enable them to successfully enter the LA market.

Strategic Flight Plan

On a non-profit budget, extensive work went into the deep dive of understanding what the core values of this organization represented to its various constituents. Through this effort, shared values were determined, core initiatives for future growth were identified, and the new Discovery Cube brand was born. With a focus to Inspire, Educate and Impact, Discovery Cube was on course to grow the brand by owning the space they excelled at: hands-on science education for children ages 12 and under.

Mission Results

Since its rebrand, the Cube has grown exponentially each year with a wildly successful opening of its Los Angeles campus, and record-breaking attendance and membership levels across both campuses. Discovery Cube is now making an impact in the communities they serve through intentional and strategic ongoing marketing efforts that support and reinforce the important initiatives they strive to achieve.

Mission Support

  • Marketing & Brand Development

See Our Work

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