Modernise Museums

London-based Victoria and Albert Museum connected interests like pottery, football and tattoos to its exhibits, leading to a 12,000% uptick in searches for the featured collection items. It took a Gold in the Media Lions, showing how to use craft to tap into people’s niche passions.

This used a ‘stretchable’ custom typeface to condense 4.2bn years of planet Earth’s history in a modern way. The collection included 13m moments in time, ranging from bones to beasts to sculptures and textiles. It demonstrates how a typeface can communicate the brand experience offered by a museum.

The Metropolitan Museum of Art educated kids about art by replicating museum artefacts in online game Roblox. It resulted in a 35% increase in foot traffic, with 200,000 new visitors. Shortlisted for multiple Lions, it shows how unexpected partnerships can help heritage brands engage a younger audience.

The Toledo Museum of Art revitalised its brand and visual identity by bridging past and present through typography, glass and colour. This helped lift year-on-year footfall visitation by 20% and boosted exhibition ticket sales by 140%. Winning a Bronze in the Design Lions, it shows how legacy brands can modernise to attract new audiences.