Categories: General
Date: Apr 1, 2009
Title: DogStar creates new identity for CREST
CREST (CREativity in Science and Technology) is a UK-wide awards scheme managed by the recently re-branded British Science Association. DogStar, who have worked with the British Science Association on various projects over the past four years, won the pitch to create a new identity for the scheme.
CREST gives 11-19 year olds the opportunity to explore science, technology, engineering and maths, through their own projects. In line with the British Science Association's re-brand, CREST needed an exciting new concept.
DogStar's brief was to create an inspiring concept that would help the CREST scheme to more effectively reach and appeal to its target audience. To do this the concept would have to have a broad appeal, attracting children of 11 years old to teenagers of 19.
Emma Atkinson, Creative Director at DogStar said: "The teenage market is always difficult, the creative has to be ‘cool' without being patronising or alienating younger participants."
"We wanted to develop a concept that, more than anything else, was fun. We were conscious that we didn't want to negate CREST's 22 year heritage, but had to create a really lively, appealing concept that showed the target audience that science is relevant to everyday situations."
DogStar's concept aims to give science a friendlier, more exciting and accessible face. It highlights the part the awards play in challenging students to get creative and find inspiration in anything and everything that surrounds them. The message 'Do you ever wonder?' encourages students to be inquisitive and show them that answers lie in science.