"The Natural History Museum is home to one of the largest natural history collections in the world. They wanted to create a new identity that successfully communicated their diversity as a museum, not just its exhibits, but of its research and scientific credentials. A key part of the strategy underlying the rebrand was to create a total experience for the three million or more visitors each year, while maintaining visual consistency. The solution took 'The Power of Nature' as a theme; it's expressed through a palette of 35 images by leading wildlife photographers, ranging from microscopic plankton to a satellite shot of the earth."