A complete rebrand of Scientific American Mind, a bimonthly American popular science magazine concentrating on psychology, neuroscience, and related fields. Although the social sciences offer powerful tools for making sense of the world in which we live, the topic seems confusing and vague to the general public.
To simplify the complex mind, and to present the daunting subject matter in an exciting and dynamic way, type & illustration driven approach was used. The campaign promotes the artificial intelligent being "Sam" as the new voice of Scientific American Mind.
