Art Fund
Go Further with Art - rebrand project
2016-22

Rebrand and brand evolution for one of the UK’s leading national art charities. Art Fund supports museums in achieving what they couldn’t do alone, helping the public see more, see differently, and engage with art in new, meaningful ways.

Over five years, I led the ongoing evolution of the brand, helping to successfully shift the core audience demographic from 565+ to 25–34. My approach placed storytelling and audience insight at the heart of the brand, making it more accessible, youthful, fun, and emotionally resonant. I oversaw the creative direction across all touch points, including the rebrand and visual identity, brand development, sonic and motion branding, out-of-home campaigns, radio, podcasts, events, a full website redesign, and all marketing and membership materials.

Role: Creative direction, brand strategy, rebrand implementation
Design: Art Fund in-house design studio
Agency: Wolff Olins, concept and brand guidelines