Brand framework

Co-creating a new vision with 500 Londoners

With the goal in mind to create a new type of museum in West Smithfield, the Museum of London needed an equally ambitious strategy to guide its transformation. Working with Londoners, industry leaders and museum staff a new mission, vision and behaviours fit for a 21st century museum were defined during a two week residency in a disused Smithfield butchers shop in collaboration with strategists Something More Near and poet Rachel Long.

Results:

• Over 500 people engaged in the process

• New and distinct expression of the museum’s ambition to become a central, vital part of London’s cultural landscape for many years to come

• New brand framework successfully embedded in the organisation using creative techniques such as a video co-created with work experience students