Together, we make it V&A

V&A unveils new visual identity for its employer brand with a bespoke layout and animation tool, giving the V&A employee's ownership to shape and develop the new brand:



Today, the need to articulate the V&A’s unique culture and values between the museum and its people has never been more important. Building on the V&A’s existing Employee Value Proposition ‘Together, we make it V&A’, Wonderhood Design looked to bring the proposition to life by putting the staff at heart of the identity and creating a simple, bold graphic device that would link such a diverse range of roles together, to support the museum in attracting and retaining diverse talent.



The design sees a graphic ribbon run over, behind and through imagery of employees and volunteers, and weaves in and out of different spaces and locations, but all connected by the line ‘Together, we make it V&A’. It represents the connections made between employees and volunteers at the V&A.



A key part of the identity toolkit is a bespoke animation generator that enables the V&A Design and HR teams to create their own custom animations in almost limitless variations and creating more longevity and ownership of the identity.



The pandemic and post-pandemic period changed working life for many and created an extremely challenging employment market, especially in the creative arts sector. Although it is one of the world’s most prestigious museums of art and design with an incredibly inclusive and collaborative culture, the V&A faces ‘traditional’ and ‘outdated’ misperceptions which have held diverse talent back from applying for roles at the institution.



To help change this, Wonderhood Design carried out a series of interviews and focus groups with current V&A employees and volunteers to inform the design, discovering that ‘being a part of something more purposeful’ was a consistent theme employees mentioned when asked why they applied – and why they stay.