Unearthing layers of meaning.
Visitor numbers had been falling for years and the Museum of London needed a new direction.
We were briefed to excite people about London – the city’s past, present and future. London is built on other Londons – Medieval London, Roman London, whatever there was before London. And the city’s been through everything – war, plague, fire, The Blitz. This led us to create a visual identity like a thumbprint made up of colourful layers. The identity also suggests London’s present as a diverse and vibrant city, and how it will keep transforming in the future. All three of the museum’s venues now share the same branding. It extends to every touch point, from promotional materials to merchandise in the museum shop, and inspired the design of the museum’s new Modern Galleries.
Visits rose by 79%. Reviewing the new galleries, Time Out headlined ‘How the Museum of London got the wow factor’.