Despite its status as a beloved Chicago institution, most people haven’t been to the Museum of Science and Industry since elementary school. We wanted to make the MSI more than a memory, and insert ourselves back into the cultural consciousness.



We took a stance on curiosity, with a tagline I wrote and that Rainer Schmitt brought to life with a logo you literally couldn't miss. The manifesto became the foundation of our campaign, the rallying cry of the Museum, and the basis for peppering the city with questions to make everyone a little more curious.

Merit Award winner: 2018 Graphis Design Annual
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Agency: VSA Partners // Creative Directors: Tohru Oyasu, Rainer Schmitt, Denison Kusano