Redevelopment of a high-profile and culturally
significant research site

Large colorful conference banner welcoming visitors in English and Spanish, featuring images of scientists, a gecko, and natural scenery, with logos of NSF and U.S. National Science Foundation.

In 2020, Arecibo Observatory's 305-meter telescope collapsed. In the years that followed, NSF pursued redevelopment of the site of the NSF Arecibo Observatory Historic District to support a variety of research projects including the NSF Arecibo Center for Culturally Relevant and Inclusive Science Education, Computational Skills, and Community Engagement (NSF Arecibo C3). Our team led the brand development for the revitalized site.

A large colorful mural featuring a mountain landscape, trees, and a coffee cup, with the U.S. National Science Foundation logo in the upper left corner.

The difficult and controversial decision to not rebuild the collapsed telescope required a sensitive communications approach and strategic rebrand that united and excited the local region as well as the science community. We developed the visual look and feel for the environmental design, audited existing site branding, photographed new visual assets for use in signage and future communications, collaborated with local colleagues and vendors, and produced replacement signage throughout the site.

Design plan for the front entrance signage of the Arecibo Observatory, including dimensions, layout, and the existing site photo showing the current entrance with a blue wall and signage.

Project Highlights

  • Brand Audit and Alignment: A priority for the rebrand and environmental design was to audit any existing application of the NSF brand, identify opportunities for additional brand implementation, and align with NSF current brand identity. We conducted site visits and worked with local colleagues and contractors to conduct the audit and produced a comprehensive report and subsequent action items. By leading the rebrand effort for the historic site we were able to ensure a cohesive integration with the NSF brand.

  • Image Library: During site visits we were able to photograph reference images for the site as well as visual assets for the rebrand effort and future communications. We photographed site facilities and equipment, visitors and staff activities, cultural and educational artifacts, and nature and environmental content. This culminated in a library of updated and diverse digital assets.

  • Cultural Integration: Throughout the development of the look and feel for communications and signage about the historic site, great efforts were taken to incorporate culturally significant visuals that connected with the local community. For example, in many of the prominent collage designs, an image of the locally beloved coqui frog appear. Photographs of the Arecibo Observatory were carefully and strategically used for historical context and acknowledgment but without deterring from the focus and excitement for future activities at the site.

  • Environmental Design: Large-scale signs, vinyl decals, and lettering needed to be updated throughout the site. We developed the updated environmental designs, worked with cross-functional teams to ensure they satisfied requirements from all departments, and worked with a local vendor for final production and installation. A final site visit was conducted to ensure quality, accuracy and brand integrity.