Light-Years Ahead

Griffith Observatory is one of Southern California’s foremost tourist destinations - a gorgeous art deco building with an expansive view of downtown L.A. sitting on protected wilderness. The institution has always been forward-thinking in its goal to make astronomy free and accessible to the public, so it was a marvel to me why its branding and messaging felt so dated. With an updated look and feel, new modern exhibitions, and advertising to bring in locals and tourists alike, this rebrand will finally launch Griffith Observatory into the 21st century.