National Army Museum

Redesigning Muster to match the
museum’s modern identity.
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The brief

The National Army Museum (NAM) is a leading cultural institution located in the heart of Chelsea, London. As the authority on the British Army and its role in shaping society, the museum features five permanent galleries and two temporary exhibition spaces. Offering free entry, NAM serves as a vital educational and cultural resource for visitors of all ages.

Since 2023, The Graphic Design House (TGDH) has proudly supported the museum’s marketing needs, beginning with the Chelsea History Festival and expanding into ongoing creative collaborations.

Muster is NAM’s free magazine for visitors and members — an important communication tool that celebrates the museum’s exhibitions, stories, and community. Previously designed in-house, the publication needed a refresh to align with the museum’s updated brand identity.

Following NAM’s rebrand, the magazine’s layout and presentation no longer reflected the new visual language or the quality associated with the museum’s name. TGDH was tasked with reimagining Muster — transforming it from a standard visitor publication into a premium, engaging, and accessible magazine that would resonate with both dedicated military history enthusiasts and casual readers alike.

National Army Museum Muster magazine cover

“Thank you for all the work on Muster, the magazine just arrived and it looks amazing”

Alex Corneanu
Brand & Campaigns Manager
National Army Museum

Our approach

How we approached the project from understanding the client right through to the campaign execution. Hover your mouse over the flip tiles below to learn more.

Illustration from National Army Museum's Muster Magazine

Exploring creative routes

Illustration from National Army Museum's Muster Magazine

We began by developing two creative directions, both firmly rooted in the National Army Museum’s new brand guidelines. Each route explored different ways to express the museum’s identity through editorial design, balancing modernity with the institution’s heritage.

Feature spread from Muster Magazine

Design that tells their story

Feature spread from Muster Magazine

Typography was a central focus. We established a clear hierarchy to improve navigation and ensure the magazine felt open and approachable. Hero photography was given space to shine, immersing readers in the stories behind NAM’s collections. A reworked masthead brought new prominence to the title, lending the cover a confident, high-quality finish.

Feature spread from Muster Magazine

Refining the visual tone

Feature spread from Muster Magazine

Initial concepts used bold applications of NAM’s refreshed colour palette to create an energetic editorial feel. However, after consultation with the client, we refined the approach — introducing a more measured use of colour to enhance accessibility and readability while maintaining visual interest.

National Army Museum, Muster magazine redesign

A cohesive final design

National Army Museum, Muster magazine redesign

The final 32-page A4 summer edition delivered a balanced and engaging reading experience. Each page was designed with precision — integrating text, imagery, and white space to create a publication that felt both informative and refined.

National Army Museum, Muster magazine redesign

Results & next steps

The redesigned Muster marked a significant step forward in NAM’s communications. What was once a standard visitor handout became a visually compelling, high-end publication that better reflected the museum’s standing and ambition.

The refreshed design improved readability, enhanced accessibility, and elevated the overall perception of the magazine, helping NAM to engage more effectively with its members and visitors. Most importantly, the publication now aligns seamlessly with NAM’s rebrand, reinforcing the museum’s visual identity across all touchpoints.

Following the success of Muster, TGDH continues to support the National Army Museum across its marketing and exhibition campaigns. Future collaborations will build on the museum’s refreshed visual identity, ensuring every piece of communication — from publications to promotional materials — reflects NAM’s commitment to quality, accessibility, and storytelling.

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