Jul 25, 2025
Mission's partnership with the Maryland Science Center has always been about possibility-about thinking with our heads and working with our hands to explore the wonder of the world around us. In 2016, we collaborated on a brand identity and website that matched the curiosity and energy of the Maryland staple and made it easier for people to engage, whether they were planning a visit, booking a field trip, or just getting inspired.
Nearly a decade later, as the Science Center approached their 50th anniversary, it was time for another evolution. They came to us with a clear challenge: capture the feeling of being there-the experimentation, the wonder, the joy of discovery-and bring it to life across brand and digital experiences that make people want to walk through the doors.
As with any project, we started by listening. We brought together stakeholders from across the organization, each with a different perspective on how the brand shows up in their day-to-day work, and guided them through our process. Through questionnaires, conversations, and brand workshops, we uncovered a shared vision of who the Science Center is and where it's headed.
One thing everyone agreed on? Let's Science! was here to stay. After almost 10 years, the tagline still encapsulated the spirit of the Science Center and had built up real equity. And that was A-OK with us. We believe that branding isn't about starting from scratch-it's about identifying what works, what doesn't, and building from there.
We developed a brand platform that brings the Science Center's personality to life and distinguishes it from other museums. What makes this place different is the accessibility, the invitation to roll up your sleeves and do science, not just observe it. That led to a voice that's curious and confident, playful but never juvenile.
Visually, the brand is built to feel as kinetic as the experience itself. A spring-loaded logo. Bright colors. Energetic type. The identity system is designed for flexibility across formats and audiences-from exhibit signage to billboards to social media-ensuring that no matter where you encounter the Maryland Science Center, it feels unmistakably like them.
"When it was time for the Maryland Science Center to undergo a rebranding, we knew that Mission was the best team to lead us through the process. Their ability to identify each of our core audiences, to ask questions and listen to answers, and their ability to distill so much information into a solid foundation was invaluable. We now have a new identity that allows us to communicate our message and our mission in a concise and impactful way and gives us tools that we never had before to share our love of science with our many constituents."- Chris Cropper, Senior Director of Marketing and Strategy
The website is a digital expression of the new brand. From animated visuals to active language, every element feels hands-on. We reimagined key sections based on our listening sessions, the previous site's analytics, heat-mapping, and SEO best practices. "In doing this, we were able to better understand the users journey, the one they had, and the one they wanted (i.e. scroll maps, dead clicks, etc) resulting in the following":
The exhibits page ditches click-through listings in favor of a rich layout with photos and videos, giving visitors a sense of what it's like to be there. The ticketing page is streamlined to make admissions easy to understand at a glance.
With complex calendars serving distinct audiences from parents and educators to everyday visitors, we built custom tools that serve exactly what each visitor needs, without added friction. Just as importantly, we made it simple for the Science Center's team to manage and update that content. And by elevating adult-focused events across the site, we reinforced a core message: science is for everyone.
Just like the Maryland Science Center, this brand and website are designed to invite people in-to get them thinking, tinkering, and discovering for themselves. The work reflects years of collaboration and mutual trust. Together, we're celebrating science as alive, evolving, and accessible to all. Here's to the next 50 years of letting it lead the way.