Making the Intangible Tangible
09–24–2021

︎ Ritual
︎ Space
︎ Dialouge
︎ Purpose

Project Summary

In the spring of 2021, the International Space Station partnered with the Parsons School of Design to explore novel and imaginative ways to measure the immeasurable— a theme associated with exploring the vastness and opportunity of space.

Through this consultative engagement, the Parsons studio team conducted a comprehensive analysis of the overall aerospace industry, messaging and positioning, and branding to hone an initial set of insights and recommendations for the International Space Station.

Based on our research and findings, the Parsons strategy and design team expanded the initial goals identified in this engagement and pinpointed three new areas of opportunity and improvement for the Space Station to help bring a renewed focus, timeliness, and relevancy to low Earth orbit and a series of suggested prototypes to actionize the ideas. These include
branding, communications, and engagements that make the International Space Station actionable, story-oriented and relevant.

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