Brand Platform
The experiences you have as a kid impact your entire life. We exist TO IMPACT KIDS POSITIVELY and to support the community, caregivers, and our team.
Our Purpose is the internal facing rallying cry that captures why we exist and why our people show up to work with their best version of themselves.
Core Values
Core values are the foundation of our brand. These values are non-negotiable in our belief system; they would never change regardless of the setting or external pressures. Brand values are the foundation of our institution, the pillars of every message delivered, and they should show up through all touch points and interactions with the brand.
Empowerment
- Embrace diversity to achieve unity
- Open, supportive, respectful
- Both individual and groups
- “Safe risk” giving permission, granting autonomy to do and achieve
- Aspirational - How do we push the boundaries of the experience? To be wild, to be curious. Less structure, more living life. Nondirectional, play is learning.
Creativity & Innovation
- Playful learning
- Learn by play
- Education & experience
Connection
- A healthy obsession with the people
- Relationships - connecting with the community and team
- Lead with empathy & understanding
To provide a fun space that offers positive, learning, playful, and creative experiences for kids and their caregivers.
Our Mission is an external facing statement what we do and for whom.
We strive to be a top-tier experiential learning, playing, and innovative thinking destination in Maryland focused on innovative experiences and positive impact on our communities' lives.
Our Vision is an aspirational, measurable, external facing statement that defines the impact we intend to make mid-to long-term.
Brand Personality
The brand personality is a set of human characteristics attributed to the brand and helps contextualize what is appropriate in terms of writing, design, and marketing. Our brand personality is something the consumer can relate to; effectively increasing our brand equity by having a consistent set of traits that our audience enjoys.
Primary
- Authentic
- Direct
- Knowledgeable
- Playful
- Warm & welcoming
Secondary
- Confident
- Creative
- Equitable
- Friendly
- Insightful
- Optimistic
- Trustworthy
Tretiary
- Adventurous
- Committed
- Considerate
- Deliberate & Intentional
- Innovative
- Responsive
- Smart
- Vibrant
Brand Tone
The brand tone the emotional connection you convey in messages and establish with your audience; it convey's the brand personality and expresses the brand voice.
FUN
Friendly
Inspirational
Port Discovery is a playful learning experience that helps positively shape children by introducing them to new ideas and opportunities.
A statement of what value our audience can expect from us.
Target Audience
The Port Discovery brand has a personality and tone that represents the characteristics of a Children’s Museum, but children themselves are not Port Discovery's target audience.
The target audience is adult caregivers with children under the age of ten; they are the decision-makers who buy tickets and bring their children to the museum. Port Discovery's campaign strategy and design should be crafted to target this audience.
Appositives
How to talk about Port Discovery.
Formal
In a Press Release
Port Discovery is a creative learning Museum with three floors of educational, interactive exhibits and programs for children and their caregivers. Ranked among the top children’s museums in the United States, Port Discovery is a 501(c)(3) non-profit.
Business
In an Elevator
Port Discovery is an experiential museum that gives kids and caregivers positive learning experiences through play.
Casual
In a Cab
Port Discovery is a children's play and learn museum.