The Clark Planetarium has been a family favorite in the Salt Lake City valley for over 50 years. But, like anywhere, over time both its brand and it’s actual physical location had become dated and stale. In tandem with the creation and build of three entirely new levels of educational attractions the Planetarium also wanted to update their branding, messaging, marketing, and more. Beginning with internal and external stakeholder research, we updated their brand and messaging to help launch the organization forward and to welcome the community to their new planetarium with a core based around one important idea: igniting cosmic discovery.