the Design Museum

Following the museum’s relocation a few years ago, rapid organic growth led to gaps and inconsistencies in the brand guidelines.

We partnered with the team to refresh their toolkit and establish clear, cohesive guidelines, focusing in particular on their retail and commercial offering.

Our work began with a comprehensive brand audit, which revealed an inconsistent brand presence across the museum. From wayfinding and signage to cafés, shops, and restaurants, the experience lacked a unified visual identity.

We redefined how the brand shows up across every touchpoint: clarifying logo usage, typography, and graphic devices to create a more cohesive system.

Building on this, we developed a robust commercial toolkit designed to ensure consistency across all retail applications. This included everything from posters and book covers to product tags and in-store materials.

The final toolkit was handed over to the internal team, enabling them to confidently implement and maintain a consistent brand experience across the museum.