EXPLAINING THE HARD TO EXPLAIN.
Communicating brand purpose
for Perimeter Institute.
Perimeter Institute for Theoretical Physics is a leading centre for scientific research, training, and educational outreach in foundational theoretical physics. Its mission is to advance our understanding of the universe at the most fundamental level, stimulating breakthroughs that could transform our future. As a not-for-profit, registered charity, this bleeding edge institute relies on significant grants and donations from the government and private donors to fund the important, ground-breaking work and support some of the world’s leading physicists and mathematicians.
The challenge: how do you explain why you need the money – and why the money is important – if you’re not a theoretical physicist?