The Van Gogh Museum reaches millions of people each year, from all over the world. Its licensing strategy was already established, driving strong sales performance and winning awards. But there were still new audiences to win – it was time for a fresh perspective.

The Van Gogh Museum wanted to broaden its appeal, reaching new audiences without losing the authenticity that makes the brand so powerful. The work began with rigorous market research and segmentation, translating insight into targeted moodboards and two extensive style guides that shaped almost every design that followed.

The creative tapped into a contemporary hunger for nature connection, shined a light on Van Gogh's lesser-known paintings, and told stories about his life; where he lived, the letters he sent, the sketches he drew before becoming a painter.

This was about taking a globally successful brand and pushing that even further, building fame, relevance, and meaning with more people than ever. Now, when fans think of Van Gogh, they’re more likely to think of the Van Gogh Museum too.