The Design Museum’s 30th anniversary was a profound turning point for this great British cultural institution. Three years after moving into a new building in Kensington, they needed to modernise their brand perception, increase visibility with professional creative audiences, and revive declining membership rates among the designers, architects and creative leaders who matter most to the museum’s future.

We built a digital campaign — led by LinkedIn, where professional creative audiences live — rooted in The Design Museum’s profound impact on interior design, architecture, fashion, digital and graphic design over three decades.

Our ‘past, present, future’ creative celebrated the museum’s heritage and encouraged the designers of today to invest in their futures by becoming members. We produced an animation-led social campaign, created an anniversary microsite as a campaign hub, and supported Leo Burnett in producing the 30th anniversary event itself.

The results were exceptional — over 5x returns on paid media spend, 40,000 animation views with a 95% completion rate, and new membership signups beating KPI by over 200%.