Breathing life into a museum brand by defining its vision and giving it a new sense of purpose in British society.

Insight

• We went back to basics on this one
• Giving the Royal Armouries an opportunity to reassert its original role in life (dating back to the Middle Ages) – to protect the people of Britain

Idea

• A vision for a safer Britain
• Inspired by the armour that characterizes the collection, we gave the museum an active advocate role in championing protection in everyday British life
• We also launched a sub-brand NTK (No To Knives) – a national campaign to address knife crime

Identity

• A coherent new brand identity using the portcullis device to reinforce protection
• Applied across various assets and their estate portfolio

Implementation

• Brand collateral
• Museum branding
• Launch communications
• Campaign comms
• Media partnerships
• Campaign planning

Impact

• NTK campaign – over 250k pledges in 3 months by the British public
• Over £3million pro-bono value provided by media partners to promote the campaign