Exploration Ground Systems: Humans unlocking deep space exploraton.
EGS, one of NASA’s most pivotal programs, is responsible for developing launch platforms and recovering spacecraft upon their return to Earth. Now, it faces one of the most thrilling challenges in space exploration since humanity first set foot on the Moon.
As the future of humanity moves closer to space, our mission has never been more critical. The challenge was to reignite enthusiasm among our team and partners while inspiring new generations to embrace our ultimate goal: preparing humanity for its next giant leap—sending humans to Mars.
To achieve this, we introduced a bold new brand identity centered on a powerful idea: "We are humans unlocking deep space exploration." This concept is brought to life through a complete rebranding of the division, with the lock—a familiar symbol—reimagined as a gateway to imagination, encouraging future generations to engage with space exploration.
Internally, this vision extends across NASA and EGS teams, where each individual becomes the key—unlocking the challenges that lie ahead on our journey to Mars and beyond.
The new brand identity was created to be applied across all spaces where EGS is present, including both the central buildings in Cape Canaveral and the various offices across the United States. To introduce the new identity, we created a film called Away, which brings to life the concept applied in the brand's development.
Role: Creative Art Director, Graphic Designer
Creative Director: Carlos Bayala
Music: Sebastian Escofet
EGS: The Brand Identity
For the development of the corporate identity, the first thing I did was create a pattern that synthetically represents EGS's work: from deep space to Earth. The spaced dots in the pattern symbolise space and the stars, gradually transforming through a subtle morphological transition into a solid mass that represents the Earth.
The keyhole is the place through which we observe and discover deep space, with EGS as the keyholders, guiding us to and from these distant places. Lastly, the light blue dot represents Earth—in a subtle tribute to Carl Sagan and his Pale Blue Dot—while the red dot represents Mars, the ultimate ambition in deep space exploration and the space race.
EGS naturally emerges as a bridge between these two worlds, with Mars still within that keyhole, which the division dreams of unlocking—taking one more step forward in the space race and humanity’s conquest of space.
