The After Dark campaign is the first of the brand development and marketing campaigns to come out of the two-year collaboration.
SAN FRANCISCO (November 1, 2017) –The Exploratorium and COLLINS, an independent, brand experience design company, are excited to announce that they will be working together over the next 2 years to develop brand and marketing executions that promote the institution’s work and programming. Founded by Brian Collins, COLLINS has won every major creative award and has worked with clients ranging from Facebook to The Guggenheim Museum; their focus on putting imagination at the center of everything they do makes them a perfect partner for the Exploratorium.
“We’re excited to be working with COLLINS over the coming years,” said Julie Nunn, Director of Marketing, Communications, and Frontline at the Exploratorium. “The new After Dark campaign is phenomenal—the bold, textual, mind-bending design connects After Dark to the San Francisco of 1969, when the Exploratorium was founded. As a campaign, it is both thought-provoking and tons of fun—just like After Dark. We can’t wait to see what’s on the horizon.”
The first collaboration to launch reimagines The Exploratorium’s After Dark event series, an adults-only experience offered every Thursday night, and a new kind of offering in the museum ecosystem. The campaign, titled “See for Yourself,“ uses an Op-Art aesthetic (taking inspiration from the original Exploratorium logo) and positions After Dark as a unique experience that is simultaneously thought-provoking and stimulating: alluding to the altered perception and sensorial states it offers visitors.
Showcasing optical illusions, provocative language, warped typography, experimental motion graphics and a black and white palette, the campaign creates a new visual language by re-contextualizing the spirit of historical graphics and exhibitions from the Exploratorium. The campaign will run in print, digital, and OOH around the greater San Francisco area to promote a new After Dark membership structure, one that is focused on developing lifelong relationships with young adults by providing affordable, smart, compelling programs in an atmosphere that is a cross between a high-tech college campus and the coolest bar you've ever been to.
The collaboration is the first of many that COLLINS will create with The Exploratorium to further its mission…at a time when the world needs it most.
COLLINS is an independent, brand experience design company based in New York and San Francisco. The firm designs products, environments and communications that transform brands, drive business and improve people’s lives. Their clients include some of the world's leading companies including Spotify, Facebook, Nike, Instagram, Target, Airbnb and The Coca-Cola Company.