AGU25 Annual Meeting
The world's largest gathering of Earth and space scientists, convening over 25,000 researchers, educators, and policymakers from more than 100 countries.
The brand and creative strategy for AGU’s annual meeting held in New Orleans, in December 2025. The AGU25 brand is built on tracing the lower Mississippi River to digitize its path.
The brand execution received a 2026 Communicator Award from the Academy of Interactive & Visual Arts.
Ideation
We first conducted an all-staff brainstorm to identify themes and common threads. Inspired by the “Connections” and “New Orleans Science” themes, and through our research we came across a 1944 US Army Corps of Engineers report, “The Nature and Origin of the Alluvial Valley of the Lower Mississippi River” by Harold Fisk that visualized how the Mississippi River had evolved over time.
We traced the path of the lower Mississippi River to digitize it and translate it across the AGU25 brand. The “squiggles” you see throughout are the digitization of this mighty river that has served as a connection point for millions of people throughout this region, and continues to connect communities and people today. As rivers are points of connection, science is as well. Thus this year’s theme: Where Science Connects Us.
Utilizing the digitized river path we connected it to our imagery, typography, and messaging.