In 2022, we were commissioned to establish a new brand strategy and identity for Perth’s new £27M heritage attraction. The museum will highlight the fascinating objects and stories that put Perth & Kinross at the centre of Scotland’s story - so the brand we built had to reach beyond the walls of the venue and put the whole area firmly back on the map as a place to visit, learn, work and play.

We’ve worked tirelessly to create an identity system that intrigues and changes perspectives on Perth’s role in Scotland’s history and future. We were inspired by transformation - Perth has shaped our nation: our culture, politics, people, history and our future.

Our ambition was to make this more than just a museum brand. How do we showcase Perth’s pivotal role in Scotland’s history, and how do we convert an afternoon visit into a weekend away, encouraging visitors to explore all the surrounding area has to offer? Our concept had two key themes: 'Intrigue' and 'Changing Perspectives'.

The mystique of the Stone of Destiny, an object which many people know of but haven't seen, was the driver for the visual identity. Silhouettes of the Stone from various angles became the cornerstone – intentionally ambiguous and inviting curiosity. We used them as content holders, animating them to bring movement to the brand and to further the idea that new perspectives could be found at the Museum.

A principle of showing ‘just enough’ would give audiences reasons to visit the museum – hints and teases that would turn into deeper explorations. Surprising visitors and doing things differently chimed with the overall desire to redefine both the role of a museum today, and the role of Perth in Scotland’s history and future.

Culture Perth and Kinross subsequently commissioned us to create the identity and exhibition campaign for its inaugural exhibition, Unicorn, which will highlight the vastly different, complex and contradictory manifestations of the mythical beast. Our identity embodies the qualities and contradictions of the animal in the form of a glass horn which reflects, refracts, subverts and distorts everything around it.

We’ll be back soon for another visit - plan yours here.