Scitech had a problem that most museums would envy on paper and dread in practice: it was known as a place of learning, which meant it kept losing ground to alternatives built purely around fun. The task behind "Impulses" was to shift that perception entirely, to a place of play. The insight was simple once you saw it: Scitech's real appeal was giving people licence to throw impulse control out the window, pressing buttons, spinning things, popping and stacking and breaking, doing all the things you're told not to do everywhere else. 

My job was to build the brand graphics that carried that idea across every touchpoint in the campaign, from the films to the activation to the parent-facing messaging. I designed a system of badge-style graphics, each one built around a different "craving" the campaign was selling: Every badge got its own shape and illustration to match the action. The graphics needed to work at speed, readable in a 60-second film, on radio-adjacent assets, in an activation, and instantly recognisable as Scitech no matter where they landed. 

The campaign delivered results well beyond expectation: January 2026 brought the highest visitation Scitech had seen since 1995, with total visitation landing 14% above government KPIs, a 5% lift in young family visitation, a 3% increase in memberships, and an 18% jump in excursion bookings.