The National Gallery
The National Gallery houses one of the finest collections of paintings in the world. Yet despite this people were only visiting to see the specific exhibitions. The brand lacked awareness and appeal so people were failing to explore and discover the wonders that lay beyond the one off exhibitions.
After a series of interviews and workshops with Gallery stakeholders including curators, visitors and museum staff it became apparent that the preservation of the paintings and public engagement were seen as very different functions.
The idea of The Gallery of the Mind was developed as a creative strategy to expose the wealth of knowledge sitting behind closed doors. This idea allowed the brand to tell the stories behind the paintings by moving beyond just using images to try and drive engagement and instead give the public a glimpse of what was happening inside through words and their imagination - an innovative approach for a brand famous for it’s visual identity.
Some key figures include: 92% of people felt the Gallery would be an inspirational place to visit and 66% of people who had never visited the Gallery felt motivated to do so.