Tyrannosaurs: Meet the Family
ART DIRECTION + CAMPAIGN BRANDING
During my tenure as Manager of Marketing Design at Discovery Place, I had the exciting opportunity to lead the creative direction for the Tyrannosaurs: Meet The Family exhibition. My primary focus was to establish a cohesive visual identity that would captivate visitors and provide a consistent experience across all promotional and exhibition materials.
Art Direction and Visual Consistency
I began by developing a comprehensive visual strategy that encompassed all aspects of the exhibition's presentation. This included designing key visuals, selecting a color palette, and choosing typography that reflected the dynamic and intriguing nature of the Tyrannosaurs while also representing the Discovery Place brand. Ensuring that every creative piece, from advertising materials to in-exhibit graphics, adhered to this visual framework was crucial in maintaining a unified and engaging visitor experience.
CAMPAIGN EXECUTION
Working closely with a talented team of designers, marketers, and educators, we produced a range of materials that brought the exhibition to life. Our efforts spanned various platforms and formats, including:
Outdoor Advertising: Eye-catching billboards and transit ads that generated buzz and attracted a diverse audience.
On-Site Graphics: Immersive environmental graphics and informative panels that enhanced the educational experience within the exhibition space.
By meticulously applying the established visual guidelines to each of these elements, we ensured that the storytelling was seamless and the brand identity remained strong throughout the visitor's journey.
Media kit
To amplify the exhibition’s reach, we developed a media kit tailored for local news outlets, lifestyle reporters, and influencers. This kit included high-quality visuals, press releases, and unique story angles that highlighted the exhibition’s educational and entertainment value. We used this media kit in conjunction with a special media preview event, where reporters were invited to experience the exhibit before its official opening. The preview featured guided tours and behind-the-scenes access, ensuring they had everything they needed to craft compelling stories. This approach successfully garnered extensive earned media coverage, driving excitement and awareness across the region.
COMMUNITY MARKETING EVENTS
In addition to the media campaign, we engaged the community through special events and social marketing initiatives. These events, hosted at local businesses and in public spaces, included family-friendly activities, live demonstrations, and interactive dinosaur-themed experiences. The social marketing efforts extended the exhibition’s reach, using dynamic and shareable content to encourage community participation and generate online buzz. These elements created opportunities for audiences to connect with the exhibition in fun, memorable ways, further amplifying its impact.
The cohesive art direction, omni-channel campaign, and community engagement initiatives were instrumental in the exhibition's success. Visitors were immersed in a visually compelling and educational experience, while the earned media coverage and social marketing efforts expanded awareness and positioned the exhibit as a must-see attraction.
This project exemplified the importance of combining thoughtful art direction, strategic communication, and community involvement to create memorable, impactful experiences that resonate with audiences and generate lasting buzz.