Science Museum of Virginia appoints Joe Smith as brand partner

The Science Museum of Virginia has chosen brand consultancy Joe Smith, part of Padilla, to support the organisation’s next phase of brand development. The appointment follows a competitive review and will help shape a strategy that reflects the museum’s heritage while positioning it for future growth.

The collaboration arrives ahead of the museum’s 50th anniversary in 2027, a milestone that will guide plans to spark curiosity, inspire community engagement and expand the role of science across Virginia and beyond.

Partnership to strengthen brand storytelling

Rich Conti, chief wonder officer at the Science Museum of Virginia: “The Science Museum is the marketing agency for science, and our brand is paramount to how we interact with the community. The Joe Smith team understands that brand is rooted in storytelling. We’re excited to work with the team to evolve our brand to propel us forward as we tell the important story of the impact science has on our lives.”

Joe Smith will develop an evolved brand strategy and visual identity, drawing on research-led insights to refine how the museum communicates its purpose and connects with visitors.

Agency brings sector and nonprofit experience

Lauren Tannenbaum, senior vice president and group lead, Joe Smith: “Our team is beyond enthusiastic about the opportunity to usher the Science Museum of Virginia’s iconic brand into the next era of growth. We’ll draw on experience working with science and technology companies as well as nonprofits and consumer brands to help the Science Museum tell its story in a way that attracts new visitors and builds deeper relationships with existing ones.”

The work will seek to broaden audience understanding of the museum’s mission and strengthen the role of science in public life.

Long-term impact expected from strategy

Matt Kucharski, president, Padilla: “This work will have ripple effects that outlive any logo or tagline and help more people see themselves in the story of science. Our firm and the Joe Smith team have deep community connections in Virginia and a track record of award-winning brand work that will help guide the Science Museum forward and raise its profile at a regional and national level.”

www.smv.org

www.joesmithco.com

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