Responses by Smith & Milton
Background: At-Bristol wanted to build a culture of curiosity by making science accessible to everyone—not just traditional science or STEM subjects. In order to do so, they would have to reinvent the science museum experience.
Reasoning: Since curiosity is unique to each of us, we knew we had to create something everyone could own, interpret and engage with. We focused on creating a name, brand identity and visual vocabulary that would arouse interest and attention by being inexplicable and highly unusual.
Challenges: We knew we would have to effectively consult and engage all relevant audiences, internally and externally. However, we also figured that we’d never get universal buy-in from the outset, especially with a name that was likely polarize public opinion.
Favorite details: The name, We The Curious, is intended to be part declaration and part call to action as it embodies the desire to learn more about our world. The bold, colorful visual and verbal identity challenges us to awaken our inquisitive natures in order to seek answers to the burning questions inside each of us.
Anything new: We had to learn to be very diplomatic, but at the same time make sure our commitments matched our conviction to getting the project over the finish line. We didn’t want to compromise our own integrity and creativity in order to dumb down or dilute our ideas just because one or two people felt they were too bold or ambitious. We had to constantly keep reminding ourselves of our collective ambition to create a culture of curiosity.
Specific demands: It’s easy to think anyone can come up with a good name, but it’s always more complicated than it seems. Ideas for names can literally come from anywhere, but getting buy-in and seeing it through is hard. In fact, naming was the hardest part of the entire branding project. At one point, we had over 800 names on our long list.