The alliance of science

We The Curious

We The Curious is the renamed @Bristol. A science centre filled with interactive exhibits, activities and live shows. Its aim was to make science more accessible to everyone, beyond the confines of traditional science, fostering a culture of curiosity.

Developing a proposition that placed curiosity firmly at the centre of the strategy – ‘What if…?’ This core question helped focus the search for a compelling name and acted as a measure for the entire creative process. It allowed the brand to challenge the viewer; asking them to question what was before their eyes and inviting them to search for their own answers – unlocking their own inquisitive nature.

The new name, ‘We The Curious’, is not only a declaration but is also a call-to-action. It embodies the desire within each of us to discover, experience and learn more about the world and where we sit within it. The adventurous new brandmark, constructed from a series of bold, geometric shapes, forms the word ‘curious’. Requiring the viewer to seek out it’s legibility, from their first interaction. The full name is placed beside it, albeit upside down, serving as the solution to the puzzle created by the shapes.

“We worked together to think beyond the confines of a visitor attraction, museum or traditional science centre and couldn’t be prouder of what has been developed. The strategic thinking, name and visual identity are truly remarkable; it reflects our intention and ambition to create a culture of curiosity beautifully. We’re so excited to discover where ‘We The Curious’ brand can take all our curious minds.”

Donna Speed
Chief Executive Officer

The culture of curiosity now extends to over 32,000 people on social media (three times the number following other UK science centres), continually interacting and asking ‘what if?’.

As part of the project, a £3m award from Wellcome’s Inspiring Science fund to create a ‘Curious City’ was granted – a participative experience driven by questions about science, from the people of Bristol and under-represented audiences.