Henry Moore Studios & Gardens

The client

Henry Moore Studios & Gardens is the Hertfordshire home and former workplace of sculptor Henry Moore (1898–1986). Open to the public from April to October, the 70-acre site brings together gardens, woodland and meadows with more than 20 monumental outdoor sculptures, six preserved studios and the Moores’ family home, Hoglands.

As well as housing one of the world’s largest single-artist archives, the organisation aims to create an inspiring and accessible environment where visitors of all ages can connect with art, nature and ideas.

The brief

Following the appointment of a dedicated Family Engagement Coordinator and a significant expansion of its family programme for the 2025 season, the Henry Moore Foundation sought to develop a creative marketing campaign to promote this enhanced offer.

Family audiences represent a key growth opportunity. While families account for around 35% of museum and gallery visitors nationally, they made up just 8% of visitors to Henry Moore Studios & Gardens in 2024. The campaign needed to appeal to families locally and across the wider region, positioning the site as a welcoming, inspiring destination for creative family visits.

Our approach

We grounded the campaign in the physical experience of the site, developing a clear, engaging creative that balanced scale, accessibility and artistic integrity across print and digital touchpoints.

Understanding the place

Before developing concepts, our team visited Henry Moore Studios & Gardens to experience the sculptures within their landscape setting. Observing the works at scale, in context and under natural light helped shape decisions around composition, spacing and tone, ensuring the campaign felt authentic to the visitor experience.

A mock-up of the Henry Moore campaign on a social media platform.

Designing for families

A photo of the Scrib magazine showing a spread around music.

Campaign imagery was designed to include people actively enjoying the space, helping to communicate welcome and accessibility while providing an important sense of scale. Early concepts explored more expressive, tactile ideas inspired by materials and nature, before being refined to ensure the sculptures remained the clear focal point.

Letting sculpture lead

The monumentality of the sculptures informed how imagery and typography were used, creating a sense of wonder and space within the layouts. Texture became a key influence, drawing from the surface qualities and organic forms of Moore’s work, while the surrounding greenscape provided a natural colour reference that grounded the campaign in its environment.

A mock-up showing both sides of the Henry Moore Leaflet.

A clear, confident message

A strong, flexible headline was developed to work across print and digital media. The hero word “Sculpt” led to the final line, Sculpt Your Summer — a concise call to action that connects directly to Henry Moore’s practice while inviting families to explore, create and discover during the summer season.

Image showing a close-up of a Henry Moore Sculpture.

Results

The final campaign captures the essence of Henry Moore Studios & Gardens, balancing creativity, clarity and accessibility. By placing sculpture at the heart of the creative and showing real engagement with the site, the work reflects the visitor experience while positioning the destination as welcoming to families.

The campaign was rolled out across posters, leaflets, social media assets and web banners, delivering a cohesive and recognisable visual system across channels. The result is a flexible suite of assets that clearly communicates the family offer and provides a strong platform for engaging new audiences during the summer season.

Plan your next campaign

Our work in action

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Reach new audiences with confidence

If your organisation is looking to grow and diversify its audience, we can help you develop campaigns that feel authentic, engaging and rooted in real experience. From concept and messaging to print and digital rollout, we create creative systems that communicate welcome, spark curiosity and work seamlessly across channels.

Let’s design a campaign that invites people in and reflects what makes your place special.

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