STRATEGY AND COMMUNICATION
Reframing NASA’s role on Earth by making science accessible and scaling its model of global collaboration in space
COMMUNICATION
AND BRAND STRATEGY
A replicable immersive exhibition to bridge the National Lab and the general public while fostering international partnerships
STRATEGY AND COMMUNICATION
Reframing NASA’s role on Earth by making science accessible and scaling its model of global collaboration
A strategic framework to translate scientific knowledge into culturally engaging, scalable experiences
Context
A critical moment for NASA's leadership
With the International Space Station approaching retirement, NASA faces a critical transition.
Its model of global collaboration is at risk—along with its ability to connect science with society on Earth.
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
CLIENT /
CLIENT
–
MY ROLE
–
Strategic Design
TIMELINE /
Spring 2023 /
4 months
ROLE /
Research Synthesis
Stakeholder Engagement
Concept Ideation
Strategic Planning
Project Presentation
SCOPE
–
Research
Stakeholder analysis
Problem reframing
Concept development
System design
TOOLS /
Qualitative Research
Quantitative Research
Stakeholder Map
Persona Card
5Ws1H
Affinity & Mind Map
OUTCOME
–
A scalable framework translating scientific research into public-facing experiences through global collaboration.
SOFTWARE /
Miro
Figma
Midjourney
Otter.ai
Illustrator
TEAM
–
15 multidisciplinary collaborators
TEAM /
Berni Lira
Majo Fernández
Laura Martínez
Louisa Buck
DURATION
–
4 months
TIMELINE
–
Spring 2023 /
4 months
MY ROLE /
Spring 2023 /
4 months
SOFTWARE
–
Miro
Figma
Midjourney
Otter.ai
Illustrator
DURATION /
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
SCOPE /
Research Synthesis
Stakeholder Engagement
Concept Ideation
Strategic Planning
Project Presentation
TOOLS
–
Qualitative Research
Quantitative Research
Ecosystem Analysis
Affinity & Mind Mapping
Concept Ideation
OUT/
OUTCOME /
Research Synthesis
Stakeholder Engagement
Concept Ideation
Strategic Planning
Project Presentation
Qualitative Research
Quantitative Research
Stakeholder Map
Persona Card
5Ws1H
Affinity & Mind Map
Strategic Design
Research
Stakeholder analysis
Problem reframing
Concept development
System design
A scalable framework translating scientific research into public-facing experiences through global collaboration.
4 Months
15 multidisciplinary collaborators
01.
Challenge
NASA is entering a new era as the ISS approaches retirement.
· Its future role beyond space remains unclear
· Global collaboration is losing structure
· Scientific knowledge remains inaccessible to the public
NASA risks losing relevance on Earth as its most valuable capabilities remain unseen.
02.
Reframing
the Problem
The initial challenge focused on defining NASA's future after the ISS and maintaining its leadership in space. However, through research and engaging with stakeholders, a deeper insight emerged:
NASA's leadership is rooted in its model of international collaboration. While this model thrives in space, its value remains largely invisible on Earth.
The real challenge was not defining what comes next, but making this model visible, accessible, and meaningful to society.
03.
Strategy
To address this shift, we developed a strategy (LEO Beyond Boundaries) focused on translating NASA’s model of collaboration into tangible public experiences..
This approach was built on 3 key principles:
01
Transforming scientific research into accessible and experiential formats that people can understand and interact with.
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02
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Extending NASA’s partnership model beyond space by connecting institutions, industries and cultural actors on Earth.
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03
Designing a flexible system that can be adapted to different countries, contexts and local communities.
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03.
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.
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.
A replicable, immersive exhibition model that translates NASA’s research into public experiences while building global partnerships
We designed a scalable framework that makes NASA’s collaboration model tangible and accessible beyond space, connecting research, cultural institutions, industry partners, and local communities through a structured 5-stage process.
04. Framework
First
Key Learning
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
We designed a scalable framework that makes NASA’s collaboration model tangible and accessible beyond space, connecting research, cultural institutions, industry partners, and local communities through a structured 5-stage process.
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.
A replicable, immersive exhibition model that translates NASA’s research into public experiences while building global partnerships
First Key Learning
04.
Framework
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
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.
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01
A dynamic and accessible website dedicated to sharing LEO content.
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
02
03
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
STAGES
01
STAGE
01
Definition
Identify a strategic country and establish local partnerships to activate collaboration
Ongoing Impact
STAGE
02
Investment
Secure funding, technology, and resources through aligned partners.
Funds raised support artists, local companies, and scholarships, enabling a continuous cycle of development.
STAGE
03
Application
Translate research into open calls, inviting local actors to co-create public experiences
STAGE
02
Selection
Select proposals based on cultural relevance and alignment with shared values.
STAKEHOLDERS
VALUE EXCHANGED
STAGE
05
Execution
Stages
Deliver the experience through coordinated stakeholders and tangible outcomes.
05.
Use Case
05.
Use Case
Framework Application
The following example shows how the framework is applied in practice, from defining a location to delivering a public experience.
Framework
Application
/ STAGE 1
Local Cultural Entity
National Lab selects Mexico as the location, and bone regeneration and diabetes as the main themes
Mexico is selected as the first location
Location/
Theme
DEFINITION
National Lab selects Mexico as the location, partnering with the Jumex Contemporary Art Foundation to anchor the project locally. The themes, bone regeneration and diabetes, are chosen for their direct relevance to Mexican public health and ongoing scientific investment.
This grounds the work in a context that is both culturally relevant and scientifically meaningful.
/ STAGE 1
LOCATION/
THEME
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.
/ STAGE 2
AstraZeneca and Google Partner with National Lab
INVESTMENT
PARTNERSHIPS
Partnerships
AstraZeneca provides financial backing, building on its existing relationship with ISS National Lab. Google contributes technological support to broaden reach and accessibility. Together, these partnerships bring credibility, resources, and scale before a single proposal is submitted.
This ensures the work is supported from the outset, allowing ideas to be developed within a strong collaborative structure.
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.
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.
JUMEX calls upon Latin American artists & local partners
/ STAGE 3
JUMEX calls upon
Latin American artists and local partners
APPLICATION
CALL FOR PARTICIPATION
Call for Participation
JUMEX launches an open call inviting Latin American artists and local companies to submit proposals framed around the selected themes, encouraging interpretations that bridge scientific research and cultural expression.
This opens the process to voices that wouldn’t typically engage with NASA, expanding both reach and audience.
PROPOSALS
SUBMISSIONS
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.
Artists/companies are selected based on submitted proposals
Artists and companies are selected based on submitted proposals
Collaborators are chosen based on proposal quality and alignment with National Lab's values and the local cultural context. Notable selections include Rafael Lozano-Hemmer, composer Gustavo Santaolalla, and technology companies Insightsurgery and NeuroDigital.
This ensures the final experience is scientifically grounded, artistically rigorous, and culturally informed.
/ STAGE 4
SELECTION
LOCAL
ARTISTS
Local
Artists
Companies/
Providers
Proposals come to life through partnerships and collaboration
/ STAGE 5
Proposals come to life through partnerships and collaboration
EXECUTION
STAKEHOLDERS INTEGRATION
Stakeholders Integration
Selected collaborators bring their proposals to life through coordinated partnerships. Insightsurgery contributes 3D-printed bone models while NeuroDigital delivers tactile virtual reality environments, immersing visitors in the themes through direct sensory experience.
This is where strategy becomes a tangible public experience.
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, continuing through the partnerships it creates. New resources, talent, and technologies are brought into National Lab, while scholarship programs open pathways for future contributors.
This builds an ongoing exchange between research, industry, local communities, and NASA, expanding its reach, relevance, and access to new talent and applications.
/ ONGOING IMPACT
OUTCOMES
Outcomes
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.
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
Clarity drives engagement:
Writing a project mission as if explaining it to a child is not a simplification exercise, it is a precision one. A lesson reinforced by Sharon Zaga, founder of the Museum of Memory and Tolerance, during the development of this project.
01
Design for access, not expertise:
Designing for the least familiar user, not the science nerd, is what opens the work to broader and often non-obvious audiences. Accessibility is not a constraint, it is the strategy.
02
Structure enables collaboration:
Subdividing the group with clear leadership and periodic reviews makes multidisciplinary work more effective. Teams don't slow down from too much structure, they slow down from too little.
03
Takeaways
Learnings
01
02
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.