Ukraine undergoes creative and art revolution. New galleries and exhibitions occur all over the country. But while modern art is a hot topic, classical art becomes obsolete.

So, NAMU (National Art Museum of Ukraine) became forgotten by youth. The brief was to rebrand museum and attract young audience.

NAMU doesn’t have anything new. But we came up with the idea to make a new branding without using anything new.

Some things like love, friendship or dogs never got old. So we took these plots from the paintings and incorporated them in the modern context.

Than we developed 7 different fonts for every period that masterpieces belong to. We combined characters and fonts of the same period and let them tell youth about NAMU. Kyiv streets were filled with old art characters integrating into life of a modern city.

Rebranding got huge media coverage so that we set a new record. NAMU got maximum visitors a year in 120 years of museum history.