When JPL asked for branded merchandise, Business Boosters found a unique visual device hidden in the Mars Rover's tire treads — and built an entire program around it.
NASA's Jet Propulsion Laboratory needed a branded merchandise program to welcome new hires at their Pasadena, California campus. The ask went beyond putting a logo on a product — JPL wanted items that would genuinely excite and engage incoming employees, and reflect the culture of one of the world's most celebrated scientific institutions.
Business Boosters researched and curated a range of high-quality promotional products, then went a step further with a design discovery that set the program apart. Hidden on all six of the Mars Rover's tire treads is a repeating pattern that spells out "JPL" in Morse code. Our design team transformed this detail into a custom graphic element incorporated across the merchandise — turning a functional logo program into something with real storytelling behind it."
The reception across JPL and NASA was immediate. Feedback described the presentation as generating enthusiasm from staff at all levels of the organization. Reorders were requested before the initial shipment had fully distributed, with plans for bulk orders on an ongoing seasonal cycle — turning a single onboarding program into a long-term merchandise partnership.
"JPL is EXTREMELY happy with the goods they have received so far. There was a ton of positive feedback the team was getting from all over JPL and NASA on the presentation of everything pulled together. So GREAT JOB !!!"
