We undertook a series of interviews with the Gallery’s curators, visitors and museum staff to understand the diversity and nature of the challenge. This revealed a fundamental tension in the core purpose of the Gallery. The preservation of the paintings and the engagement of the public were seen as separate functions, often pulling in different directions.


The key to the brand was to put the public’s experience of the paintings at the heart of the National Gallery’s brand. A comprehensive and inspiring brand strategy was developed which included a set of definitions and standards, which were enthusiastically accepted by the Gallery’s stakeholders.