Rebrand Case Study
Founded in 1930 by Max Adler, The Adler Planetarium (Chicago) is America's first planetarium. There once was a time when institutions performed targeted marketing towards kids. This project re-shifts the audience, making the planetarium more accessible and inclusive to adults — to tourists and the rest of Chicago's thriving community. The planetarium rebrand focuses on connecting individuals to experiences, to each other, and to their inner curiosity for space. To inspire our child-like spirit and to spark meaningful conversations for our generation.
The Adler Planetarium is America’s first planetarium based in Chicago, founded in 1930 by Max Adler. There was a time when institutions targeted their marketing towards kids only. The project is a rebrand case study to re-shift the audience to be more accessible and inclusive to adults — to tourists and the rest of the community in Chicago. The rebrand of the planetarium focuses on connecting individuals to experiences, to each other, and to their inner curiosity for space. To inspire our child-like spirit and to spark meaningful conversations to our next generation.
Founded in 1930 by Max Adler, The Adler Planetarium (Chicago) is America's first planetarium. There once was a time when institutions performed targeted marketing towards kids. This project re-shifts the audience, making the planetarium more accessible and inclusive to adults — to tourists and the rest of Chicago's thriving community. The planetarium rebrand focuses on connecting individuals to experiences, to each other, and to their inner curiosity for space. To inspire our child-like spirit and to spark meaningful conversations for our generation.
The visual identity of the logo was inspired by the architectural bird’s eye view of the planetarium and the form of a telescope. The rectangular dimensions of the logo has become the highlight for the system as a universal grid. The language for the rebrand signifies how we intend to Magnify our connection with the Universe.
The logo was designed to be a dynamic study that can be a container that holds stories, technology, and innovation to reflect the institution's values.
The Adler Planetarium is America’s first planetarium in Chicago, founded in 1930, by Max Adler. There was a time when museums were designed to be catered towards children specifically. Throughout my research, I have learned that it is a great value of mine to connect individuals to experiences, to each other, and to their inner curiosity. That is why it felt essential for the rebrand to be more accessible and inclusive to adults as well – to tourists and the rest of the community in Chicago. The goal is to inspire our inner child-like spirit and to spark curiosity to our next generation.
Due to the COVID-19 pandemic, the need for digital accessibility has become more prevalent than ever for the Adler Planetarium. The desktop and mobile platforms were rebranded to instill curiosity and excitement for recent space news, upcoming events, and connect ourselves closer to the stars.
Hidden Figures is an exhibition that features the stories from women pioneers of space and their contributions throughout a historical timeline. It features an interactive timeline from 1940 to this present day that displays these women’s contribution, successes, and struggles even throughout an era of discrimination against gender, race, and ethnicity. Hidden Figures was created to spread awareness of our women’s history in the Space industry and inspire our future generations of our hidden heroes.
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