PsycInfo, APA’s research database of more than 5 million peer-reviewed studies, was turning 55. The brief: make a database feel less like an archive and more like proof of how far human curiosity actually reaches.
I started by testing the thing itself. I searched words I assumed had nothing to do with psychology: aliens, cold, plants, cats. Every single one came back with real, published research.
That became the campaign.
“55 years of behavioral scientists asking WHY?” paired with the specific study behind each unexpected topic, built to make people stop on “wait, they’ve studied that?” before landing on the real punchline: 5 million answers, peer-reviewed, one search away.
The system flexed across posters, email headers, social graphics and display banners, all carrying the same idea at different volumes.
