Albert Einstein once said “Play is the highest form of research”. Who are we to argue with that?
With Monash Science, we attracted more students to have fun kickstarting their career in science.
Unlike many other degrees, the career opportunities available under the umbrella of ‘Science’ are wide and varied. However, science had an image problem. Careers in science were stereotypically seen as just for the academic, conjuring up images of white coats, bunsen burners and mathematical equations.
This perception affected not only current students planning their career, but also future students looking to study science.
To change the perception around science we needed to develop a vibrant, creative campaign visual identity, appealing to the youthful, inquisitive mind and promote the study of science as an exciting and diverse progression into a fulfilling career.
The idea of play led our creative thinking. We focused on shifting the perception of this field from ‘nerdy’ and ‘boring’, to exciting, vibrant, fun and creative. We wanted science to have its time in the limelight!
To illustrate this we created an ‘experimental playground’ – a playful, bold, vibrant galaxy of all things science – combining elements relating to each school in a dynamic visual identity.