DISCOVERY CUBE
DISCOVERY CUBE
Expansion Campaign
To launch Discovery Cube’s 44,000-square-foot expansion, the campaign needed to feel as energetic and playful as the museum itself.
Working with the Discovery Cube marketing team and Low & Joe Creative, I developed the selected visual direction for the summer campaign and translated it across billboards, print advertising, email, grand-opening collateral, and a large-scale installation on the museum’s iconic cube structure.
ART DIRECTION · CAMPAIGN DESIGN · ENVIRONMENTAL GRAPHICS
The campaign centered on a simple equation:
Discovery Cube + 44,000 more sq. ft. = COOL
Rather than treating the expansion as a traditional construction announcement, we turned the added space into something playful and easy to understand- giving families an immediate sense that there was more to discover.
Building on the Cube
The visual direction drew from Discovery Cube’s refreshed identity, using bright color, gradients, dimensional typography, and cube-inspired lighting effects to create a campaign that felt energetic, dimensional, and kid-friendly.
A vibrant orange field became the foundation of the system, while glowing cube forms and oversized type gave the campaign a sense of movement and expansion.
Making the headline as fun as possible, we utilized a pop out custom billboard to attract more attention and traffic. It was positioned outside the Orange County Fair!
We extended the advertising campaign look to the Expansion Grand Opening event collateral. Discovery Cube invited the Low & Joe Creative team to attend the grand opening and take part in the festivities!
From exploration to selected direction.
Our team developed four visual concepts for the expansion campaign. My direction was selected as the final campaign identity, and I led its application across the launch materials and grand-opening experience.
Early Explorations
The expansion campaign came together through collaboration between Low & Joe Creative and the Discovery Cube marketing team.
Lead Designer
Jenn Chow Tran
Designers
Brandon Ng
Ivan Rusli
Diane Vaquerano
Creative Director
Gary Low
Project Manager
Greg Joe