The challenge
The National Army Museum is the national home of the history and heritage of the Army. Helping people to see, hear and experience the story of the Army, from the perspective of those who have served in it. Through interactive galleries, thought-provoking exhibits and special exhibitions and collections, the museum helps people to understand how the Army has shaped our world. Discovering stories that don’t just tell us about the lives of soldiers, but tell us a lot about our own too.
With a new organisational purpose, mission, vision and values, the Museum needed to evolve its brand identity, guidelines and campaign approach to help them build brand awareness, recognition and understanding. Whilst also creating a more campaignable brand to help them get on the radar of a wider audiences and communicate that it is a museum for everyone.
The solution
The clue was in the name. Hidden within the logo, MY MUSEUM became the unifying idea that sat at the heart of the brand, a constant reminder to encourage more visitors to think, feel and understand that ‘this is a museum for me’.
Finding ways to make a museum with a challenging and serious subject matter and extensive historic collection and archive, feel more accessible, more engaging, more inspiring and more relevant to more people.
Putting the museum name front and centre to help improve brand awareness, we then built a brand system that took inspiration from the rich visual and verbal language of the army itself. Creating a warmer, more playful and more creative kit of parts to help the organisation feel more modern, inviting and intriguing.
