Monash Science Faculty Brand
Case Study: https://www.studioalto.com/work/monash-science/
Situation: Unlike many other fields, the career paths associated with 'Science' are diverse and abundant. Nevertheless, science has struggled with a negative image. Careers in this sector are often stereotyped as exclusively suited for academics, evoking images of lab coats, Bunsen burners, and complex mathematical formulas. This perception has impacted both current students contemplating their career choices and prospective students interested in studying science. With Monash Science, our goal was to engage more students in an enjoyable way as they embark on their scientific careers.
Strategy: To alter the perception surrounding science, we aimed to design a lively and creative campaign identity that resonates with the youthful, curious audience, portraying the study of science as an exciting and varied pathway to a rewarding career.
Solution: Our creative direction was guided by the concept of play. We sought to transform the perception of the field from 'nerdy' and 'dull' to vibrant, fun, and inventive. We wanted to showcase science in a positive light! To achieve this, we developed an 'experimental playground' — a bold, colorful representation of the scientific realm, integrating elements from each school into a dynamic visual identity.
Outputs: