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Art Map guidebook and National Art Pass membership card photographed on blocks of lilac, mint and deep blue paper.

Art Fund rebrand rollout

Client

Art Fund

Sector

Arts & culture

Services

  • Brand rollout
  • Art direction
  • Design system

Credits

Head of Creative: Natalie Cahilane Graphic Designer: Helen Nippress Graphic Designer: Laura Jane Walsh Animation: Matthew Ingram Digital and Creative Asset Coordination: Abbie Murphy

Since 2022, I've worked with Art Fund, developing the concept and design system for the National Art Pass guidebook and shaping the bigger creative work across their campaigns, reports and newsletters. The core identity came from an independent agency, and I worked with their in-house team throughout to make it work in the real world.

Art Fund membership wallet, welcome pack and green Art Map guidebook with a pink National Art Pass card, shot on a green background.

National Art Pass guidebook & membership card, previous identity.

Wreath animation for the Christmas campaign, previous identity.

Idea

The rebrand had to reach a broad, national audience of museum-goers, members and supporters while staying recognisably Art Fund. The rollout needed clear rules, flexible layouts and templates that the in-house team could pick up and run with.

Making

Working from the master identity, I built out applications across campaign, membership and editorial, adapting typography, colour and image treatments so each format felt considered. A lot of the job was supporting the team day to day, helping the brand land well across everything we made and keeping it feeling like itself wherever it went.

The result is a consistent, adaptable system: templates, layouts and art direction that keep the brand sharp wherever it appears.

Spreads from the Art Fund brand book alongside colour palettes, poster and social applications of the new identity.
Brand book: visual language, tone of voice and rules teams can actually use — new identity.
Art Fund 'Help more people enjoy great art and culture' poster on a gallery wall at Tate Modern as a visitor walks past.
Campaign poster in situ at Tate Modern — new identity.
Art Fund rebrand rollout across email newsletters, a branded tote bag, magazine spread and National Art Pass membership cards.
Rollout across newsletters, tote, magazine and membership cards — new identity.
Art Map guidebook and National Art Pass card photographed on a green background with pink and magenta wrapped gifts tied with striped twine and green paper trees.
Animated Art Fund Christmas graphic, pink lettering building on a deep green field.

Christmas gifting campaign: Art Map and the National Art Pass as a present worth giving, new identity.

Seasonal social animation, new identity.

“Sarah has been invaluable in helping us define and roll out our updated brand identity, she's found interesting new ways to push our creative output while always being mindful of the audience the piece is for. From concept through to delivery Sarah crafts beautiful work and has a talent for articulating her ideas in a straightforward but engaging fashion, which has won over many a stakeholder here at Art Fund.”

Natalie Cahilane

Head of Creative

More work

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