Redefining NASA’s Artemis programme to inspire the next generation of space discovery.



NASA Artemis

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#### In brief
Around the world, NASA represents the pinnacle of exploration. The organisation has a 65+ year history of taking step-after-step, deeper into the unknown, pushing the barriers of human knowledge and achievement. However, for many people, NASA’s achievements can be more associated with the past than the future. 

NASA’s Artemis programme, which will land the first woman and first person of colour on the moon, is tasked with exploring more of the lunar surface than ever before, in search of scientific discovery, technology advancements and to prepare for human missions to Mars. By collaborating with commercial and international partners, NASA seeks to establish the first long-term presence on the moon. 

Issue is, Artemis launches at a time when widespread economic disruption sees the value of investment in space exploration facing new levels of public scrutiny. Artemis needs a brand strategy and identity that can tell a highly-technical story, over the best part of a decade, in a way old and new generations will emotionally connect. 

##### What we did
To capture and engage multiple audiences with varying degrees of interest and understanding, Artemis needs to expand people’s minds and instil a deep, ongoing sense of wonder. It needs to show how the extraordinary lessons we’ll learn on the moon, will teach us how to live on other planets and how to live better together on earth. Because as astronauts note, everything that divides us on earth slips away in space. 

Thinking ahead, it’s time people see space discovery and their collective selves from a new, enlightened perspective. 

The creative idea, ‘New Dawn’, introduces this momentous new frontier of exploration by shifting the vantage point from earth to space, illuminating the path to new possibilities and shedding light on potential advancements for human life. 

When you get close, you realise the moon is not in fact on the greyscale, so a more representative vivid colour spectrum elicits positivity and belief in the programme’s ability to establish human presence on another planet, while photography captures the human stories, innovative spirit and determination fuelling our return to the moon and beyond. 

The 60º angle, which modernises the legacy NASA typeface and carves dimension and depth into communications, pays homage to the angle created when two planetary bodies are in optimal balance and harmony. And converses with the 0º and 90º angles that provide an upward sensation. 

And beneath the visual system is a robust storytelling universe, designed to educate and inspire skeptics, engineers and government officials alike on why we’re going back, how, and what we’ll accomplish. Full of proven storytelling frameworks and barrier-led tools and techniques, the universe is an endless source of narratives and messaging that’ll drive engagement and conversation - highlighting the limits of human knowledge and celebrating new achievements once again.

As a governmental organisation, NASA does not spend on advertising or promotion. 

Despite this, following the launch of the Artemis programme, its content has contributed to organically growing NASA’s account on X (formerly Twitter) to become the No.1 most-followed brand account on the platform. 

With 80.2m followers on X (April ’24), NASA commands a larger following than YouTube, CNN, the NBA and even X itself. This contributes to NASA’s total 389.5M social media followers across all agency accounts (2023). This following is up nearly 9% from 357M in 2022. 

And with more diverse mission teams, richer narratives and nuanced communications, more of society will be seeing themselves reflected within the Artemis programme. 

Read more on in [Fast Company](https://www.fastcompany.com/91211180/inside-nasas-branding-for-artemis-mission) to take a look inside NASA’s branding for its biggest mission in years.







NASA is an organisation of great complexity. An agency with numerous programmes, missions, directorates, facilities, and technologies, partnering with other international space agencies, aerospace companies, and a vast array of commercial partners.

Artemis is one of its key programmes. Humanity’s return to the moon, 50 years after Apollo, in a world facing new priorities. This time, it is to stay.

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Design Bridge and Partners redefines NASA’s Artemis programme to inspire the next generation of space discovery. 

Design Bridge and Partners | NASA Artemis

Superunion and Design Bridge come together to create Design Bridge and Partners. Redefining what design is and what design can do for brands, businesses, people and the planet. We are a revolutionary design partnership.

Design Bridge and Superunion come together to create Design Bridge and Partners. Redefining what design is and what design can do for brands, businesses, people and the planet. We are a revolutionary design partnership.