THE GOODS

Q?rius (pronounced curious) is a unique, interactive science education space located in the National Museum of Natural History (NMNH), America’s most-popular museum. NMNH wanted to dedicate a large space to engage tweens and teens more deeply in exploring their natural world. We worked with partner Sage to help launch Q?rius, where visitors could explore their interests side-by-side with Smithsonian staff, and use real-life scientific equipment to conduct explorations very similar to what actual scientists do in the field. D*MNGOOD created the logo and brand platform for the entire campaign – which featured fantasy CGI illustrations to capture the Q?rius experience of “Unlocking your World.” The look was applied across many different touch points, including on-site and off-site promotions, print and out-of-home advertising, collateral and signage. The campaign created over 3.5 million print impressions and 27 million transit impressions over their first four months in market.

• CLIENT: Smithsonian National Museum of Natural History
• PROJECT: Q?rius Branding Campaign