Agency - Mission
An over reliance on classics and ineffective communication spread across four separate brands was creating a decline in attendance for Norway’s national museums for the arts, architecture and design.
Mission’s first step was to combine all the museums under one brand – The National Museum. With the new name came a simple and bold new identity, that sidestepped the classic academic look for something more visible and challenging. This became the basis for a whole new messaging system that gave the Museum a voice and prompted dialogue with its different audiences.
The four museums broke their record for number of visitors within 6 months of the rebrand. More recently the museums are to be relocated into a new building designed by Kleihues + Schuwerk scheduled to open in 2020.