National Portrait Gallery

In 2003, the National Portrait Gallery appointed Rufus Leonard to carry out a review of its brand, competitive positioning and visual identity. This resulted in a complete overhaul of the institution's brand guidelines and a brand repositioning. Using the new brand as a foundation, Rufus Leonard developed an advertising campaign to increase awareness of the Gallery among overseas and domestic visitors. The successful campaign ran on the London underground and in all the main London visitors' guides and art gallery publications.

We currently design the Gallery's Annual Review as well as its popular quarterly update. We have just completed a new visual identity for the Gallery's Portrait Café and Portrait Restaurant and are also working on the visual identity for the Gallery's ‘150th Anniversary' gala celebrations.