We defined a creative idea for how the strategy could be translated into communications, which we called The Gallery of the Mind. This encouraged communications to move beyond images into words, to create a more emotional and intellectual connection with the Gallery, an innovative idea for an organisation renowned for its visual content. The strategic and graphic principles were guidelined and used to create promotional materials, advertising campaigns and literature. In addition they also helped inform key decisions at the Gallery, ranging from recruitment to selecting an appropriate restaurant partner.