An impactful marketing campaign that liberates the mindset of the stereotypical view of an art gallery.

The public perception is that Milton Keynes is seen as a cultural cold spot, the brief was to introduce a new audience to the Gallery and encourage the public to visit the new MK Gallery. The gallery will host world-class exhibitions and provide a busy programme of cultural activities in a striking new building in the heart of Milton Keynes.

The brand identity takes design notes from the geometry and graphic history of Milton Keynes. Building upon the existing brand, to create a statement marque. Taking letters from the word marque MK Gallery and creating an ownable marque. The tone of voice is dynamic, yet accessible for all. Building on the theme of 'Making' the messaging is adaptable throughout the life of the campaign.

Agency credit – Cygnus