Bringing to life the idea of the Natural History Museum as a catalyst for change in a unique and ownable brand language. Unlocking the power of nature to inspire and create advocates for the planet.

The visual identity had to feel engaging and be accessible to a wide range of audiences—flexible across user touch-points, communications and within the physical environment. Bringing together multiple departments and locations into a monolithic brand architecture.

The Natural History Museum needed a symbol that made reference to our planet and the universal connection between everything in nature. The symbol features a circular formation of NHM, representing the energy of a ripple effect, which pulsates from the centre to form a three-colour sunburst. It’s a shape born from nature — embodying the collective energy and positivity that reflects the Museum’s mission to become an agent for change.

The brand architecture was evolved into a monolithic model — working harder for all of the museum sites, including South Kensington, Tring and Harwell but also other initiatives and sub-brands. Using letterforms within the symbol not only works as an identifiable visual form, but also as a shorthand for the brand name which was fundamental for creating an effective brand logic.

“With a bolder and more contemporary voice the new brand positioning can better engage both existing and new audiences and help us highlight how the Museum is finding solutions to the urgent issues that face our planet.”

Richard Orr, Head of Marketing

“With dynamism and motion at its heart, our new brand reflects the catalytic power of our collections, world-leading scientific expertise and enormous audience reach.”

Lucy Clark, Head of Public Space Programme

As the V&A grows its family of venues, we worked with them to help define the unique position for Young V&A. Building on the mission to champion creativity, and the need to reach a more diverse audiences both in age and cultural background. The vision for the Young V&A is of an active space to imagine, play and design, and one that is ‘Sparking Creativity’ now and for future generations.

The brand identity aims to be more expressive and invite participation, and the tone of voice centres on the idea of being ‘Seriously Spirited’, emphasising that the Young V&A is serious about the power of creativity, communicating this with bucketloads of youthful spirit.

Inclusive and inquisitive, Young V&A is a shining example of what the museum of the future can be, inviting young people to get involved and igniting their creativity. The new brand now has charm and character, as well as the tools the Museum needs to engage with its growing audience.

“A momentous milestone in the evolution of its identity and underscore its core purpose – to champion, nurture, and inspire the innovators of tomorrow and build creative confidence in the young.”

Dr Helen Charman, V&A Director of Learning, National Programmes and Young V&A

Developed under the ‘Courageous Champion’ archetype, the brand identity draws on the iconic logo’s heritage, originally created in 1987 for the Wishing Well Appeal and inspired by a patient’s drawing. The updated logo retains its charm and authenticity while introducing elements for a distinct, digitally native identity system.

Accessibility was a key focus, resulting in a modern, inclusive, and distinctive identity. The refreshed logo features a fresh blue as the central colour, ensuring consistency across brand touchpoints and enhancing recognition. Photography plays a crucial role, capturing real childhoods of GOSH patients through spontaneous, unposed moments using natural light to highlight textures and subtle details, bringing these narratives closer to home.

We were also asked to continue our engagement to create and deliver the charity’s first-ever brand campaign to coincide with the new brand launch. The integrated campaign was targeted in London and the Southwest, with a series of digital and OOH applications, including the UK’s largest digital screen at Piccadilly Circus.

The brand and campaign were extraordinarily well-received by internal and external audiences of GOSHC, with awareness and engagement of the target new ‘Changemaker’ audience also increasing.

“We’re hugely excited by what our refreshed brand will enable us to do, better communicating our purpose and inspiring more people to join us in our mission. This will allow us to make a greater impact on the hundreds of children treated at GOSH daily, as well as those with rare or complex illnesses worldwide. Because we believe no childhood should be lost to serious illness.”

Emma Guise, Director of Marketing and Communications

‘Stanley Kubrick’ exhibition at the Design Museum

‘Ferrari: Under the Skin’ exhibition at the Design Museum

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