NASA Artemis: New Dawn

A brand strategy and identity for Artemis. The purpose: ‘We go to the moon to learn how to live on other planets’, defines Artemis’ societal role. The creative idea ‘New Dawn’ visually articulates this role. Initiating the next generation of life on the moon, setting the stage for Mars. The identity uses light to reveal. The type is inspired by the angle of the moon. Color is informed by the atmosphere’s dawn light. Photography and motion utilize light to reveal subjects. Illuminating both the discoveries that the moon can expose and the potential of those discoveries for life on earth.