The National Gallery of Canada wanted to reflect the work it is doing to decolonise its collection and amplify new voices in its new brand strategy. This included an overhaul of the visual identity and they decided to go beyond the logo, colour palette, photography and typography, to the Western worldview that lay behind the previous design.
Working with an agency, the process began with a lot of conversation, “we started with deep listening in interviews with employees, heads of other Canadian museums, board members, leadership, youth artists, transformation consultants, JEDI [Justice, Equity, Diversity and Inclusion] consultants, Indigenous Elders and artists”. A breakthrough came when they shared some early brand concepts with an Elders committee.
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