AMERICAN SOCIETY of PHARMACOGNOSY
It's not a typo. But it is archaic. It means, "knowledge of medicine."
The ASP is a confederation of doctors, biologists, and chemists who go out into the wilderness to find novel natural products with medicinal properties. Unfortunately, their membership is aging out.
The task was to create a recruitment campaign targeted at up-and-coming scientists. But if the public doesn't know what your organization does in the first place, how do you generate interest?
Our solution was to bring emerging artists along for the ride.
Together, these young minds will make the invisible visible.
Phase 1: Awareness
Phase 2: Catalyst in Action
Pharmacognosists go on expeditions to do their work.
It's only natural that our collaborators will travel as well.
Phase 3: Galleries
After returning from Catalyst expeditions, these traveling galleries
display the creative collaboration between our artists and scientists.