Front of National Army Museum
Home 5 Hidden 5 National Army Museum: Elevating Muster

National Army Museum:
Elevating Muster

Client Overview

The National Army Museum (NAM) is a leading institution located in the heart of London, Chelsea. As the foremost authority on the British Army and its impact on society, both past and present, the museum features five permanent galleries and two temporary exhibition spaces. The museum offers free entry and serves as a vital educational resource. Since 2023, The Graphic Design House (TGDH) has proudly supported NAM with their marketing needs, beginning with the Chelsea History Festival and expanding into ongoing creative collaborations.

The Opportunity

NAM’s ‘Muster’ magazine, a free publication for visitors and members, had traditionally been designed in-house. However, with the museum’s recent rebranding, it became clear that the magazine’s layout lacked the sophistication and visual appeal needed to align with NAM’s new brand identity. This presented a significant opportunity to not only refresh the magazine’s design but to elevate its overall quality to match the museum’s prestigious reputation. TGDH was tasked with reimagining the magazine to be visually engaging, with a high-end look and feel that would resonate with both military history enthusiasts and casual visitors.

Feature spread from Muster Magazine
Front and back cover design for Muster magazine
Feature spread from Muster Magazine

Our Approach

Understanding the importance of aligning with NAM’s newly established brand identity, we set out to create a design that would reflect the museum’s mission while also enhancing the reader’s experience.

  • Creative Presentation: We proposed two creative routes, both adhering strictly to the NAM brand toolkit. A key feature of our approach was a bold and attention-grabbing new masthead for the cover, designed to immediately draw the reader’s eye.
  • Colour and Accessibility: Initially, we explored a vibrant use of the museum’s new colour palette to give the publication an editorial feel. However, based on client feedback and the need to maximise accessibility, we refined our approach, opting for a more restrained use of colour while still maintaining visual interest.
  • Typography and Layout: We emphasised a clean and clear typographical hierarchy throughout the magazine, ensuring that content was easily navigable. Hero imagery was strategically utilised to not only attract attention but also to vividly bring the museum’s stories and exhibits to life. The overall layout was carefully balanced, integrating text and visuals in a way that neither overwhelmed the other, creating a cohesive and polished final product.

The Results

In the context of museum communications, effective design is crucial in engaging a diverse audience. The redesign of the Muster magazine was more than a visual upgrade—it was a strategic move to elevate the museum’s brand perception. By transforming a previously underutilized publication into a high-end, visually compelling magazine, we significantly enhanced NAM’s ability to connect with its audience, reinforcing its position as a leading authority on military history. The redesign of Muster not only improved the magazine’s aesthetic appeal but also made the content more accessible and engaging, which is key to maintaining and growing NAM’s membership base.

The final product was a 32-page A4 summer magazine that perfectly encapsulated the essence of the National Army Museum’s mission and vision. The design featured a clean, structured typographical hierarchy, making the content accessible and engaging for all readers. By adhering to NAM’s new branding guidelines, the magazine successfully reinforced brand consistency across all pages, ensuring a seamless integration of the museum’s updated visual identity. The new design set a higher standard for all future publications, ensuring that each edition of Muster is not only informative but also a showcase of NAM’s commitment to excellence.

This project highlights the power of design in reinforcing brand identity and enhancing the overall visitor experience, proving that a well-executed publication can be a significant asset in achieving an institution’s broader strategic goals.

Illustration from Muster Magazine

Next Steps

Building on the success of the Muster magazine redesign, TGDH looks forward to further collaborations with the National Army Museum. Our next focus will be on supporting NAM’s upcoming campaigns and exhibitions, ensuring that all marketing materials consistently reflect the museum’s prestigious brand identity. We are committed to continuing our partnership with NAM, delivering creative solutions that align with their mission and drive engagement with their diverse audience.

Our Work in Action