The JFK Presidential Library And Museum Design & Branding WE CHOOSE THE MOON by Domani Studios


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Industry Museums & Libraries
Media Design & Branding
Market United States
Agency Domani Studios
Creative Director Joe Alexander, Jon Hills
Art Director Brian Williams
Copywriter Wade Alger
Designer Saulo Rodrigues
Account Supervisor Carrie Bird
Editor Jim Vaile
Released July 2009

Credits & Description

Category: Digital Design – Websites & Online Advertising
Date of First Appearance: Jul 16 2009 12:00AM
Entrant Company: THE MARTIN AGENCY, Richmond, USA
Entry URL:
Art Director: Brian Williams (The Martin Agency)
Copywriter: Wade Alger (The Martin Agency)
Creative Director: Joe Alexander (The Martin Agency)
Agency Producer: Darbi Fretwell (The Martin Agency)
Agency Producer: Norma Kwée (The Martin Agency)
Account Supervisor: Carrie Bird (The Martin Agency)
Art Producer: Cindy Hicks (The Martin Agency)
Creative Director: Jon Hills (Domani Studios)
Interactive Art Director: Ben Tricklebank (Domani Studios)
Technology Director: Oscar Trelles (Domani Studios)
Director of Accounts: Jarrod Bull (Domani Studios)
Senior Interactive Producer: Steven Hubert (Domani Studios)
Designer: Saulo Rodrigues (Domani Studios)
Motion Graphics Designer: Justin Young (Domani Studios)
Animator: Petter Safwenberg (Domani Studios)
Senior Developer: Mark Llobrera (Domani Studios)
Flash Developer: Chris Wise (Domani Studios)
Editor: Jim Vaile (Running With Scissors)
Assistant Editor: Shang Gao (Running With Scissors)
Composer: Chip Jenkins (Hum Music)
Media placement: Website - Online - 16 July 2009

Describe the challenges and key objectives
Our solution was to re-create the Apollo 11 mission online in real-time, exactly 40 years after it happened. The site needed to present the visuals and audio from the past alongside a modern depiction of the journey and several streams of contextual information. The design challenge was to display all the information the user might want—distance to the moon, archival photos and video, technical data—in a way that was easy to navigate, clear and accessible. Ideally the user is transported back to 1969, observing the mission from both the perspective of the astronauts and the people following from Earth.

Describe the brief from the client
2009 marked the 40th anniversary of the Apollo 11 moon landing. Our brief was to honour that historic achievement—the realization of JFK's dream to land a man on the moon—and bring that mission and his legacy to light for generations both new and old.

Describe how you arrived at the final design
Kennedy's presidency was marked by many technology firsts, most notably in his precedent-setting weekly televised press conferences. In this spirit, we wanted to use today's technology to bring the Apollo 11 mission to life in a way never before possible. We combined archival imagery and audio with 3D animations of the spacecraft, and gave visitors control over mission data much in the same way they manage the social and media data streams in their daily lives. Design decisions were driven by the content, the sensibilities of the late-60s space program and the ways we consume media in 2009.

Give some indication of how successful the outcome was in the market
During the four-day journey, over 1.25 million unique visitors travelled to the Moon, and 30,000 followed the mission on Twitter. Media coverage generated over 160 million impressions worldwide, including live coverage on CNN and countless stories in newspapers, websites and blogs. Eight months after launch, the site has received 3.7 million visits from 217 countries. Attendance at the JFK Presidential Library increased by 10% over previous years in 2009, keeping the JFK Library as one of the most popular of the presidential libraries.