Discovery District Maryland
Brand StrategyIntegrated MarketingVisual IdentityWeb Strategy & UX
Discovery District Maryland is where groundbreaking research meets real-world scale. Where one of the country’s top public universities connects with a community of scientists, visionaries, and entrepreneurs, industry-shaping leaders. With considerable expertise in placebranding, Grafik was selected to build the brand and marketing platform for this remarkable ecosystem. Our top strategists and designers framed the Discovery District as a place where firsts are regularly realized, sustained, and nurtured.
To showcase the brand story and highlight what is truly unique to Discovery District Maryland, we established a new brand name, brand identity, and mantra, The Next First. It all comes together in a vibrant new website.
One of the many distinct features of Discovery District Maryland is its focus on quantum computing. So designers turned to quantum science for inspiration. The result is a logo that’s constantly moving. The work of accelerating breakthroughs never stops at the Discovery District so we insisted on a brand identity that reflects that.
Activating Stakeholders
From meetings with key development partners and civic leaders to conversations with UMD president, Dr. Pines, and his board, the Grafik team laid the groundwork for a highly collaborative network of stakeholders who saw how they could be part of the Discovery District brand, sharing a consistent story and leveraging brand assets for use in their own marketing and communications efforts.
We built a streamlined website that showcases the experiences and opportunities that abound in Discovery District—and, vitally, will be able to grow as the community does. The hero features a dynamic slideshow highlighting key audiences and messaging, while other sections emphasize innovation and quantum science leadership and a news carousel shares the latest Discovery District updates.
Defining The Community
Fence banners are popping up in all corners of Discovery District’s 150+ acres, and signage is now delineating its boundaries. With a fresh new design vocabulary, developers, property managers, and marketers are showcasing the many opportunities for locals to experience their next first.
Breaking Ground — Literally
Governor Wes Moore is a regular visitor to Discovery District. His support for this destination as a hub for the Capital of Quantum Initiative (another Grafik project) brings him back often for news conferences and ground breakings. We’re proud to have our work closely associated with one of UMD’s top strategic priorities and one of state’s signature initiatives.
Outcome
Our work with Discovery District was strategic and comprehensive. From naming this remarkable destination to establishing a framework for audience-specific messaging and activating brand ambassadors, Grafik worked shoulder to shoulder with the team at Terrapin Development to deliver a versatile placebrand. Our efforts are fueling conversations with companies looking for the optimal homebase and uniting local stakeholders eager to see their community grow and thrive.