Whales: Beneath the Surface
Natural History Museum, London
Purpose
- Shaping places
- Creating journeys
What we did
- Verbal identity
- Experience
To mark the welcoming of Hope, the Natural History Museum’s resident Blue Whale and symbol of humanity’s power to shape a sustainable future, we developed the identity for the Museum’s flagship immersive exhibition exploring the majesty and mystery of the underwater world of whales. This exhibition made physical the Museum’s revolutionary shift in narrative represented by Hope - from one of history and extinction, to one of life and conservation. From stories of the past, to pledges for our future.
A journey of emotion and empathy
Our creative solution in realising this narrative shift was to recalibrate the focus of the exhibition from delivering the scientific facts, to telling the emotional story of whales and their environment. Our intention, alongside leaving audiences better informed through a scientifically accurate story, was to take visitors on an emotional journey towards increased empathy, seeking to create a new generation of conservation ambassadors. This was a huge shift for the museum.