Launching a brand into space to ignite interest and investment in the future of WA’s space program.

Binar is a project born of WA, a science and technology success story to build a satellite in our harsh environment and launch it to explore the heavens. Part of the Fireball Network, the name Binar derives from the Noongar word for fireball, referring to the meteors that often burn up high in the vast Western Australian sky.

Juicebox collaborated with Binar to build out the brand, a compelling narrative and a digital experience to convince the state government, potential investors, and the people of Western Australia of the significance of this monumental project.

The challenge: Sell space to WA

Binar came to Juicebox via AROSE, the Australian Remote Operations for Space Exploration. A partner in the program, the Curtin University Space School, was building their first student-engineered cube satellite set for launch into space in 2021.

While impressive in its own right, the project is also a test run for the next stage: getting a spacecraft to orbit and map the moon in 2025.

The central challenge for Binar was that, for them to reach the moon, they needed funding. Unfortunately, a space program doesn’t come cheap, so a massive injection of funds was needed to reach their goals.

It was, perhaps, equally as important to inspire kids and future university students to explore STEM and know that their interest in space or engineering is a viable career option in Australia. A longer-term goal of the project is to grant school kids access to the data from the moon mission for them to use in their own experiments.

Underpinning the whole Binar story is the potential for around 20,000 jobs in the Australian space industry within the next decade.

Our approach: Connecting Earth and sky

Most Juicebox brand projects include a collaborative moodboarding session in the early stages. What came out of that session was an affinity for the ochres and earthy tones of the WA landscape, for which we found a visual simile to the powerful burn of a rocket launch.

The brand needed to appeal to many different funding bodies, the corporate community, students and the general public, so it needed to balance the visual language of the STEM world with an artistically creative style to inspire kids.

To create the marque, we looked at a cube’s negative and positive forms and represented its future orbit. We landed on two core fonts, one for easy reading at any age and one that had more of a futurist space feel.

The journey to space

One large part of the project, from Juicebox’s perspective, came down to designing video presentations to deliver to various ministers, including the Minister for Science, Roger Cook, and WA Premier Mark McGowan. In the lead up to the launch, we worked with Binar, Curtin Uni and Cannings Purple to strategise the launch. We managed much of the social media creative direction based on a robust strategic direction.

Launch Day Arrives

We maintained the DNA of student-led and student-driven, including arranging a collaboration with StreetX for t-shirts that sold out of their first print run for this launch.

Part of making the brand work in application was creating two styles of apparel that suited the students and the corporate world, showing that science isn’t all serious older people in lab coats, that it’s accessible to all.

We also designed an oversized version of the Binar cubesat in partnership with WA Museum Boola Bardip. School-aged children could write a message to space and then put it in the box, which further helped everyone on the team connect what they were doing: inspiring younger generations through the aspirational nature of space and the joy of scientific discovery.

WA Premier Mark McGowan kicked off the brand’s launch at the Design Pavillion at Curtin University, which attracted a large amount of earned media. After an untimely weather delay, the rocket launch was live-streamed on the column screen at Yagan Square.

What we learned

Binar has been one of those passion projects that has tested us as an agency. Not only were we working through many levels of government and corporate partners, but it all also happened through a global pandemic. Designing through a lockdown was an additional challenge for our team, with two designers and a creative director working through countless concepts and revisions over Zoom and Slack.

Working with a client that aligns with our values, willing to experiment for the fun of it, shows in the end result. From the lead up to the launch from Earth and later the International Space Station, the Binar team couldn’t be entirely sure that their satellite would work. Though the seemingly endless positivity of the Binar team inspired us through to launch day and beyond.

Much of the project’s success comes down to the dedication of the passionate Binar team, but also the fun they’ve had building the satellite and collaborating with us.

While we get a thrill from launching brands every other week, launching one into space is something completely different, and kind of amazing.

“Part of the success in the challenge was to make very,
very complex subject matter simple — and massively exciting
— to a wider community.” – Juicebox Creative Director