The National Army Museum is the British army’s central museum. In a period of transition towards a new visual identity, the museum required a redesign of their Annual Review and Events Guide to reflect an altogether more personal and engaging style. ALL Creative was awarded both projects following a successful open tender process. We were then asked to produce the first major visitor leaflet after the relaunch.
Working closely with senior leadership and the marketing teams on the Annual Review, ALL based their format on the informality and vivacity of magazine supplements to refresh the design. By adding a sense of pace and energy, a unique, fresh style and distinct character, ALL was able to inject a sense of diversity to every spread of the review bringing each story to life. Through conducting face to face interviews with key leaders and representatives of the organisation, ALL gained an insight track of the museum’s brand, using this to generate content representative of the desired new identity.
The refreshed material was welcomed with positive feedback from all key individuals involved with the organisation including donors and supporters. The new diverse design helped raise the profile of the museum during and after a period of transition and engages readers through its sense of character.