Neil deGrasse Tyson

Commissioned by publisher Princeton University Press, the microsite gave visitors an immersive introduction to Welcome to the Universe: An Astrophysical Tour, penned by Neil deGrasse Tyson — host of National Geographic Channel’s Cosmos — Michael A. Strauss, and J. Richard Gott.

Our team embraced the challenge of developing custom programming that provides an interactive walkthrough of messaging, content, and multimedia — presenting it all to users in a compelling but easy-to-navigate format with one goal in mind: increasing book sales.

Initially, there were very minimal brand assets to draw from. Working with just a raw manuscript and cover design draft, we conceived this site and developed the visual language and brand throughout the process.

UX & Visual Design

While Princeton University Press initially asked us to create a promotional microsite to boost book sales, in the end, we created and delivered a cinematic-caliber, multi-award-winning experiential tour of the universe that allows users to explore key concepts ranging from the smallest particles to concepts so complex they are difficult to fathom — surprising and delighting the client and users alike along the way.

The non-linear, animation-packed tour begins by helping users understand the scale of the cosmos using a satellite map that leverages geolocation to plot their place within it.
Subsequent pages offer thought-provoking quotes from the authors and opportunities to share the compelling content on social media, with a logical progression to links for purchasing the book and companion publications.

This site earned several industry accolades, including a 2017 People’s Voice Webby Award in Advertising, Media, & PR – Best Use of Animation or Motion Graphics. it was named an official Webby Award Honoree in the Advertising, Media, & PR – Products & Services category. Hailed as the “Internet’s highest honor” by The New York Times, The Webby Awards are presented by the International Academy of Digital Arts and Sciences, the leading organization honoring standouts in the digital design field.

Digital Promotion

A departure from traditional book-marketing sites, this engaging digital experience helped the publisher leverage a visually striking and information-rich online presence that attracted visitors and boosted sales by effectively leading them through an intentional sales-focused conversion funnel.