Somerset House

Problem

Unique and agenda-setting cultural institution needed help to articulate its incredible story to a wide ranging set of audiences around the world, in a simple and compelling way.

Approach

  • Created bespoke team made up of Fawnbrakers, cultural insiders and working artists

  • Embedded into the organisation for 6 weeks, immersed in the building and residents

  • Mapped almost 100 stakeholder interviews including small businesses, charities, resident artists, King’s College, the Courtauld, Westminster Council as well as staff, volunteers and trustees

  • Conducted a series of StratHacks to collaboratively develop and explore brand purpose, beliefs and tone of voice which informed brand strategy and aided buy-in across the organisation

Deliverables

  • Brand Strategy and Architecture

  • Brand Manifesto, developed into Brand Film

  • Narrative Mapping Toolkit - inc brand story statements, versioned for multiple audiences

  • Embed Strategy - for staff, new artists and residents. Informing communications and brand behaviours approach across all touch points

Brand StrategySera Holland