True North helps Wellcome Collection show “bigger, bolder, braver” side

Campaign reflects museum’s £17.5 million overhaul and looks to show how it has grown in size and ambition but will still appeal to the “incuriously curious.”


True North has developed a campaign for the Wellcome Collection to help it express how a £17.5 million overhaul has improved the museum.

The Wellcome Collection has been redeveloped by Wilkinson Eyre Architects, which has led a project to increase capacity by 40 per cent.


True North has looked to show how the museum is “Bigger, Bolder, Braver” then before and how it still resonates with “the incuriously curious”.

The consultancy, which has worked with the Wellcome Collection since 2013, has focused on new content and experiences in the campaign.


The campaign will roll out across print ads and static London Transport outdoor ads. This will be followed by animated escalator panel ads.


A series of printed museum guides has also been created to help people when they arrive at the Wellcome Collection.


Visitors will be able to look for a type of exhibition they are interested in after encountering a “decision tree” graphic in the reception of the museum, which will ask a series of questions and lead them to a corresponding Braver, Deeper, Bloodier or Spicier printed guide.


The trails lead visitors to popular objects and things which they might not otherwise see.

Wellcome Collection communications manager Rachel Collins says: “The campaign looks deceptively simple, with single images and adjectives expressing attributes of our bigger, bolder venue.


“ Words such as sexier, bloodier and deadlier resonate with our exhibition content, while livelier, deeper, spicier and others convey the broader offer – including our expanded events programme, new restaurant, and more immersive visitor experience for those who want more.”

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