Cardiff Design Festival

Brief

Held by the British Science Association in a different city in the UK each year, the 2011 Festival is to be held in Bradford, and Savage and Gray were invited to provide a variety of visuals base on the theme of ‘Exploring New Worlds’. The client requested that the visuals not be space themed and also not use ‘inner space’ molecules/chromosomes. Savage and Gray suggested moving away from an explicitly scientific theme towards a more outward, public facing theme; something that the wider audience could instantly associate with and relate to.

Result

The Science Association were extremely happy with the Map concept, and were confident that the friendly, real-world nature of the designs would open up their audience and attract people who may not have otherwise thought about attending a science festival. Marketing collateral is currently being rolled out, including a young people’s programme, main festival brochure, adshells, bus sides, flyers, bookmarks and website, and festival App.

Solution

Our adventure began by researching classic adventurers map styles, from 'Boys Own' adventures to 40’s classic serials. Our 'discovery map' creates a fun world the viewer can engage and explore. With scientifically-named and shaped countries including: Isla Communicatia – the country of satellites and communications Darwin Island – the land of evolution, including the coast of extinction Republica Environmenta – the country of reducing, recycling and re-using Testtubia – the country of genetics, including the Embryonic Ocean Kingdom of Technoligica – the land of hi-tec gadgetry Isla Experimentia – the island of observation and analysis Aldrin Island – the land of space exploration

Project website

http://www.britishscienceassociation.org/web/BritishScienceFestival/index.htm