COMMUNICATION
AND BRAND STRATEGY
A replicable immersive exhibition to bridge the National Lab and the general public while fostering international partnerships
COMMUNICATION
AND BRAND STRATEGY
A replicable immersive exhibition to bridge the National Lab and the general public while fostering international partnerships
COMMUNICATION AND BRAND STRATEGY
Evolving NASA’s Leadership
and Adapting Space’s Global Partnership Model for a Flourishing Future on Earth
02.
Obstacles
Without a clear leadership strategy, NASA risks losing influence in global space governance and public engagement.
UNCLEAR ROLE IN LEO:
NASA must define its position as private companies take over operations.
FRAGMENTED GLOBAL COLLABORATION:
Without the ISS, space diplomacy lacks a clear structure, weakening international partnerships.
LIMITED PUBLIC ENGAGEMENT
NASA’s research remains inaccessible to non-expert audiences, limiting broader impact.
DISCONNECT BETWEEN SCIENCE/SOCIETY
Many struggle to see how space research connects to real-world challenges.
01.
Project Overview
A CRITICAL MOMENT FOR NASA'S LEADERSHIP
With the ISS set for decommissioning by 2030, the future of Low Earth Orbit (LEO) collaboration is uncertain. As private Commercial LEO Destinations (CLDs) emerge, NASA must redefine its role to sustain leadership and preserve its successful space partnership model.
This shift presents an opportunity for NASA: to leverage its leadership in science and diplomacy and model collaborative partnerships on Earth, fostering a flourishing future for all.
03.
The Process
Our team conducted interviews with NASA members, capturing their perspectives on current challenges, present landscape, and future obstacles. In parallel, desktop research was performed to understand the current context from the viewpoints of scientific and governmental entities as well as the general public. Through collaborative sessions, key focus areas and strategies in smaller groups were defined. Further research included additional interviews with NASA members and cultural experts. Finally, prototypes were developed and presented to NASA personnel for feedback.
After initial research, balance was defined as the result of combining three factors: Resilience, Regeneration, and Justice.
Ongoing Innovation +
Balance =
Flourishing Existence
+
01
A flexible response to external stimuli that results in a better state
+
02
The circular flow of resources to replenish complex systems
+
03
Recognition of the equal rights of all people, the planet and animals
+
Our clients excel in science and technology, areas where they have made significant advancements in research, planning, and development. However, much of their expertise and knowledge remain within the realm of scientific stakeholders.
To better support them in leadership and brand image, considering our capabilities and expertise, we should prioritize strategies that emphasize Culture, Education, Community, Health, and Communication as foundational pillars.
Our clients excel in science and technology, areas where they have made significant advancements in research, planning, and development. However, much of their expertise and knowledge remain within the realm of scientific stakeholders.
To better support them in leadership and brand image, considering our capabilities and expertise, we should prioritize strategies that emphasize Culture, Education, Community, Health, and Communication as foundational pillars.
Culture ,
Communication ,
Health ,
Community ,
Education
AREAS
First Key Learning
First
Key Learning
Focusing on areas where our informed expertise can offer the most value to underserved users from an alternative point of view allows us to meet people where they are
How might we improve the communication between National Lab and the general public to facilitate access to scientific knowledge?
REFRAMING THE CHALLENGE
TO DEVELOP: LEO BEYOND BOUNDARIES
Selection
04
01
Definition
By identifying a diplomatically strategic country, National Lab fosters the collaboration ecosystem, partnering with a local cultural entity for logistics and management, offering them innovation and knowledge for engagement
Investment
A sponsor is selected to provide funds, a percentage of the total investment, or technology. The number of sponsors is adjusted based on contributions.
02
The local cultural entity initiates a call for participation, inviting artists and local companies to submit proposals to join the upcoming exhibition if selected.
Application
03
Artists and local companies are carefully curated and selected based on their alignment with National Lab’s flourishing values and work.
Providers for materials, technical aspects, and venue, along with other stakeholders, are mobilized to complete the exhibition's tangible realization.
Execution
05
Funds raised support the artists, local companies, and a scholarship fund, enhancing National Lab's knowledge and talent pool generating a continuos and feeding development cycle
Ongoing Impact
STAKEHOLDERS
VALUE EXCHANGED
01
By identifying a strategic country, National Lab fosters the collaboration ecosystem, partnering with a local cultural entity for logistics and management, offering them innovation and knowledge for engagement.
Definition
02
03
04
05
Ongoing Impact
Funds raised support the artists, local companies, and a scholarship fund, enhancing National Lab's knowledge and talent pool generating a continuos and feeding development cycle
04.
Framework
STAGES
01
Stages
A replicable, 5-stage immersive exhibition at cultural hotspots around the world, open yearly
THROUGH
THROUGH
WHAT
/ New Partnerships for
Future Readiness
Prepare for the future of Low Earth Orbit (LEO) and Earth
HOW
/ Art + Technology + Science
Form partnerships and share the collaborative work and research
/ New Partnerships for
Future Readiness
Prepare for the future of Low Earth Orbit (LEO) and Earth
WHAT
A replicable immersive global exhibition. (Addressed in this use case).
WHAT
/ Cultural Engagement
Connect with every local culture and reach a wider and more diverse audience
HOW
/ Sensitivity and Adaptability
Embrace and adjust strategies for every cultural setting
/ Sensitivity, Adaptability
Embrace and adjust strategies for every cultural setting
WHAT
WE INTEND
TO CREATE:
WE INTEND TO CREATE:
/ Translate NASA’s
Knowledge
Reach new audiences and enhance NASA's brand image
WHAT
WHAT
/ Translate NASA’s
Knowledge
Reach new audiences and enhance NASA's brand image
HOW
/ Sensory Experiences
Share NASA's knowledge through immersive, innovative methods
/ Cultural Engagement
Connect with every local culture and reach a wider audience
HOW
/ Art, Technology, and Science
Form partnerships and share the collaborative work and research
HOW
/ Sensory
Experiences
Share NASA's knowledge through immersive, innovative methods
HOW
A series
of strategies
To approach this opportunity we formed working groups, each focusing on a specific strategy prototyped for an assertive approach. These strategies included:
03
A globally aired week-long television program.
A globally aired week-long television program.
03
04
A platform for booking and managing tourism and business via LEO logistics.
A platform for booking and managing tourism and business via LEO logistics.
04
02
A replicable immersive global exhibition (addressed in this use case).
A replicable immersive global exhibition. (Addressed in this use case).
02
A dynamic and accessible website dedicated to sharing LEO content.
/
01
A dynamic and accessible website dedicated to sharing LEO content.
TIMELINE
–
Spring 2023 /
4 months
TIMELINE /
Spring 2023 /
4 months
SOFTWARE
–
Miro
Figma
Midjourney
Otter.ai
Illustrator
SOFTWARE /
Miro
Figma
Midjourney
Otter.ai
Illustrator
TEAM
–
Berni Lira
Laura Martínez
Louisa Buck
Majo Fernández
Nora Iñigo
TEAM /
Berni Lira
Majo Fernández
Laura Martínez
Louisa Buck
CLIENT
–
CLIENT /
MY ROLE
–
Research
Stakeholder Engagement
Strategy
Communication
Design
ROLE /
Research Synthesis
Stakeholder Engagement
Concept Ideation
Strategic Planning
Project Presentation
TOOLS
–
Qualitative Research
Quantitative Research
Ecosystem Analysis
Affinity & Mind Mapping
Concept Ideation
TOOLS /
Qualitative Research
Quantitative Research
Stakeholder Map
Persona Card
5Ws1H
Affinity & Mind Map
Spring 2023 /
4 months
Research Synthesis
Stakeholder Engagement
Concept Ideation
Strategic Planning
Project Presentation
Qualitative Research
Quantitative Research
Stakeholder Map
Persona Card
5Ws1H
Affinity & Mind Map
Miro
Figma
Midjourney
Otter.ai
Illustrator
Berni Lira
Majo Fernández
Laura Martínez
Louisa Buck
05.
Use Case
05.
Use Case
Framework
Application
Framework
Application
National Lab selects Mexico as the location, and bone regeneration and diabetes as the main themes
Mexico is chosen to expand National Lab's presence due to its growing population and current investments. The collaboration focuses on life sciences research in bone regeneration and diabetes, addressing Mexican health concerns while complementing space research. This initiative integrates scientific exploration with cultural relevance, drawing on traditional Mexican culture. National Lab partners with the government and The Jumex Contemporary Art Foundation to lead the project, fostering innovation through contemporary art.
/ STAGE 1
LOCATION/
THEME
DEFINITION
Local Cultural Entity
Location/
Theme
/ STAGE 1
Mexico is chosen to expand National Lab's presence due to its growing population and current investments. The collaboration focuses on life sciences research in bone regeneration and diabetes, addressing Mexican health concerns while complementing space research. This initiative integrates scientific exploration with cultural relevance, drawing on traditional Mexican culture. National Lab partners with the government and The Jumex Contemporary Art Foundation to lead the project, fostering innovation through contemporary art.
LOCAL CULTURAL
ENTITY
National Lab selects Mexico as the location, and bone regeneration and diabetes as the main themes
Mexico is chosen to expand National Lab's presence due to its growing population and current investments. The collaboration focuses on life sciences research in bone regeneration and diabetes, addressing Mexican health concerns while complementing space research. This initiative integrates scientific exploration with cultural relevance, drawing on traditional Mexican culture. National Lab partners with the government and The Jumex Contemporary Art Foundation to lead the project, fostering innovation through contemporary art.
JUMEX initiates a call for participation, inviting Latin American artists and local small companies to submit proposals for the upcoming exhibition. Supported by the Mexican government and National Labs, this call aims to attract diverse creative talents who can contribute to this year’s themes of diabetes and bone regeneration.
National Lab secures critical support for the exhibition through strategic partnerships. AstraZeneca, building on their 2020 collaboration with ISS NL, provides financial backing, while Google is approached for technological support. These alliances not only ensure the project's viability but also amplify its reach, combining pharmaceutical expertise with cutting-edge tech to engage a global audience and advance scientific knowledge in an accessible, culturally relevant format.
Artists and local companies are carefully chosen. Notable selections include Mexican-Canadian artist Rafael Lozano-Hemmer for architectural and performance-inspired work; Argentine composer Santiago Santaolalla for original scores; and health insurance startup Sofía, seeking visibility. As small companies, Insightsurgery is selected for expertise in medical 3D printing, while NeuroDigital is chosen for innovative Hardware solutions in Tactile Virtual Reality.
Impact extends beyond the exhibition, acting as a catalyst to connect global communities and engage stakeholders in shaping a thriving future. Partnerships bring new resources, workforce, and technology to National Labs, while also establishing a scholarship fund to support aspiring talent through education access. This initiative expands knowledge for companies and stakeholders of all sizes, promoting a just and resilient future.
Insightsurgery creates 3D printed bone models while NeuroDigital enhances experiences with Tactile Virtual Reality, immersing visitors in culturally resonant digital environments. Together, these providers ensure that artistic visions blend science, art, and technology to captivate a global audience and showcase NASA's ongoing work on selected themes. Feedback is gathered to continually refine and enhance the annual exhibitions.
AstraZeneca and Google Partner with National Lab
AstraZeneca and Google Partner with National Lab
National Lab secures critical support for the exhibition through strategic partnerships. AstraZeneca, building on their 2020 collaboration with ISS NL, provides financial backing, while Google is approached for technological support. These alliances not only ensure the project's viability but also amplify its reach, combining pharmaceutical expertise with cutting-edge tech to engage a global audience and advance scientific knowledge in an accessible, culturally relevant format.
/ STAGE 2
INVESTMENT
PARTNERSHIPS
Partnerships
Proposals come to life through partnerships and collaboration
Insightsurgery creates 3D printed bone models while NeuroDigital enhances experiences with Tactile Virtual Reality, immersing visitors in culturally resonant digital environments. Together, these providers ensure that artistic visions blend science, art, and technology to captivate a global audience and showcase NASA's ongoing work on selected themes. Feedback is gathered to continually refine and enhance the annual exhibitions.
/ STAGE 5
EXECUTION
STAKEHOLDERS INTEGRATION
Stakeholders Integration
Proposals come to life through partnerships and collaboration
JUMEX calls upon Latin American artists & local partners
JUMEX calls upon
Latin American artists and local partners
JUMEX initiates a call for participation, inviting Latin American artists and local small companies to submit proposals for the upcoming exhibition. Supported by the Mexican government and National Labs, this call aims to attract diverse creative talents who can contribute to this year’s themes of diabetes and bone regeneration.
/ STAGE 3
APPLICATION
CALL FOR PARTICIPATION
Call for Participation
PROPOSALS
SUBMISSIONS
AstraZeneca and Google Partner with National Lab
Building value exchange through partnerships for future resilience
Building value exchange through partnerships for future resilience
Impact extends beyond the exhibition, acting as a catalyst to connect global communities and engage stakeholders in shaping a thriving future. Partnerships bring new resources, workforce, and technology to National Labs, while also establishing a scholarship fund to support aspiring talent through education access. This initiative expands knowledge for companies and stakeholders of all sizes, promoting a just and resilient future.
/ ONGOING IMPACT
OUTCOMES
Outcomes
Artists and companies are selected based on submitted proposals
Artists and local companies are carefully chosen. Notable selections include Mexican-Canadian artist Rafael Lozano-Hemmer for architectural and performance-inspired work; Argentine composer Santiago Santaolalla for original scores; and health insurance startup Sofía, seeking visibility. As small companies, Insightsurgery is selected for expertise in medical 3D printing, while NeuroDigital is chosen for innovative Hardware solutions in Tactile Virtual Reality.
/ STAGE 4
SELECTION
LOCAL
ARTISTS
Local
Artists
Companies/
Providers
Artists/companies are selected based on submitted proposals
Our clients excel in science and technology, areas where they have made significant advancements in research, planning, and development. However, much of their expertise and knowledge remain within the realm of scientific stakeholders.
To better support them in leadership and brand image, considering our capabilities and expertise, we should prioritize strategies that emphasize Culture, Education, Community, Health, and Communication as foundational pillars.
03
In terms of group work, I learned that communication is key and that subdividing the group with leadership and periodic group reviews can make the process more effective and productive.
Designing solutions with the least familiar user in mind ensures accessibility. In this case, designing not for the "science nerd" but for the general public opened possibilities to reach the non-obvious broader audiences and make the strategy effective.
Writing a project mission statement as if explaining it to a young child challenges us to communicate our ideas more clearly.
(This perspective was enriched by insights from an interview for the development of this project with Sharon Zaga, founder of the Museum of Memory and Tolerance in Mexico).
01
02
03
Learnings
Learnings
02
01
Designing solutions with the least familiar user in mind ensures accessibility. In this case, designing not for the "science nerd" but for the general public opened possibilities to reach the non-obvious broader audiences and make the strategy effective.
Writing a project mission statement as if explaining it to a young child challenges us to communicate our ideas more clearly.
(This perspective was enriched by insights from an interview for the development of this project with Sharon Zaga, founder of the Museum of Memory and Tolerance in Mexico).
“Not everyone is a science nerd"
In terms of group work, I learned that communication is key and that subdividing the group with leadership and periodic group reviews can make the process more effective and productive.
03.
Opportunity
Countries remain uncertain about how private companies will operate in the space sector after the ISS period, and these companies face ambiguity regarding the regulations and operational frameworks they must comply with.
This presents an adaptation and leadership opportunity for NASA, which must manage diplomatic relations skillfully and promote business opportunities through a model that encourages balance, ultimately contributing to a flourishing existence for all.