Horniman Museum & Gardens
It's in our nature
The Horniman Museum and Gardens is one of London’s most distinctive cultural destinations, where global cultures and the natural world come together in a way nowhere else can. As it prepared to open a major programme of new visitor experiences, including a new nature-themed play space, community gardens and the transformation of its Nature Gallery, we saw an opportunity to redefine its role for a new generation of Londoners. More than promoting new attractions, it was a chance to reposition the Horniman for a time when cultural institutions are increasingly valued for the restorative experiences and connections they create.
Working closely with the Horniman and local communities, we uncovered a growing desire for experiences that help people reconnect with nature, culture and one another. Rather than centering the campaign on collections or new attractions, we repositioned the Horniman around a simple belief: people aren’t separate from nature, but part of it. This became It’s in our Nature.
The campaign identity expresses this idea through a bespoke typeface developed from forms, patterns and objects found throughout the collections and gardens, shaping a graphic language inspired by the relationship between nature and culture. Photography features real visitors and local residents, creating a representative world that feels authentic and inclusive.
Launched during the Horniman’s 125th anniversary, It’s in our Nature reintroduces the museum as more than a place to visit. It positions the Horniman as a destination where people can rediscover their relationship with the natural world, experience culture in new ways, and see themselves reflected in one of London’s most distinctive cultural institutions.
The result is a long-term brand platform that broadens the Horniman’s relevance, helping more Londoners see it not simply as a museum, but as a place to reconnect with the world around them.
Photography by Rory Langdon-Down
The Horniman Museum and Gardens is one of London’s most distinctive cultural destinations, where global cultures and the natural world come together in a way nowhere else can. As it prepared to open a major programme of new visitor experiences, including a new nature-themed play space, community gardens and the transformation of its Nature Gallery, we saw an opportunity to redefine its role for a new generation of Londoners. More than promoting new attractions, it was a chance to reposition the Horniman for a time when cultural institutions are increasingly valued for the restorative experiences and connections they create.
Working closely with the Horniman and local communities, we uncovered a growing desire for experiences that help people reconnect with nature, culture and one another. Rather than centering the campaign on collections or new attractions, we repositioned the Horniman around a simple belief: people aren’t separate from nature, but part of it. This became It’s in our Nature.
Horniman Museum & Gardens
It’s in our nature
The Horniman Museum and Gardens is one of London’s most distinctive cultural destinations, where global cultures and the natural world come together in a way nowhere else can. As it prepared to open a major programme of new visitor experiences, including a new nature-themed play space, community gardens and the transformation of its Nature Gallery, we saw an opportunity to redefine its role for a new generation of Londoners. More than promoting new attractions, it was a chance to reposition the Horniman for a time when cultural institutions are increasingly valued for the restorative experiences and connections they create.
Working closely with the Horniman and local communities, we uncovered a growing desire for experiences that help people reconnect with nature, culture and one another. Rather than centering the campaign on collections or new attractions, we repositioned the Horniman around a simple belief: people aren’t separate from nature, but part of it. This became It’s in our Nature.
The campaign identity expresses this idea through a bespoke typeface developed from forms, patterns and objects found throughout the collections and gardens, shaping a graphic language inspired by the relationship between nature and culture. Photography features real visitors and local residents, creating a representative world that feels authentic and inclusive.
Launched during the Horniman’s 125th anniversary, It’s in our Nature reintroduces the museum as more than a place to visit. It positions the Horniman as a destination where people can rediscover their relationship with the natural world, experience culture in new ways, and see themselves reflected in one of London’s most distinctive cultural institutions.
The result is a long-term brand platform that broadens the Horniman’s relevance, helping more Londoners see it not simply as a museum, but as a place to reconnect with the world around them.
Photography by Rory Langdon-Down
‘We required a brand campaign that would capture more than just what we care for, but what visitors feel and experience together, excitement, curiosity, contemplation and connection. Anatomy have developed a vibrant, visitor-focused and flexible campaign that we are delighted to launch during our 125th anniversary year.’Annie Duffield, Director, Audiences & Income
