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London-based brand and business consultancy Wiedemann Lampe has created a vibrant new brand identity and wayfinding system for Gunnersbury Park & Museum. Designed to coincide with its 100th anniversary celebrations, the project repositions the park and museum with a confident, cohesive presence that reflects the site’s unique and varied offer and strengthens its foundation for community engagement, future partnerships and success.

Gunnersbury Park & Museum is a large public park and local history museum in West London, offering a huge wealth of activities through its heritage landscapes, sports facilities, community gardens and exhibitions. Jointly owned by Ealing and Hounslow Council, its day-to-day management was handed over in 2018 to dedicated community interest company Gunnersbury Estate CIC to ensure its sustainability.

Enhancing clarity and vision

Free and open year-round, the museum is a rich resource for local and wider London communities, yet visitors often struggled to realise what it had to offer and how to navigate it, with many unaware of the museum’s existence. The rebrand brings clarity to the offer while also communicating the organisation’s identity, values and ambition.

David Bowler, CEO Gunnersbury Museum and Park, says: “Our organisation is undergoing a moment of transformation, marking its centenary while modernising operations and seeking to strengthen its role at the heart of the local community. We wanted a new identity to match our ambition, to drive wider visitation, to highlight our gem of a museum, and to inspire a wider audience to visit again and again. Wiedemann Lampe understood and perfectly captured our vision of growing a genuinely inclusive place – and delivered an identity that will not only inspire visitors but is already galvanising our small but mighty team.”

Benji Wiedemann, Executive Creative Director & Co-Founder at Wiedemann Lampe, adds: “The organisation is at an important turning point – its team has grown, its ambition has grown. It therefore needed a brand that could bring cohesion and confidence to match that shift. We wanted to deliver an identity and wayfinding system that reflected the enjoyment and joyfulness of the park, distinguishes it from London’s other green spaces, and supports its ambition for the future.”

Reflecting multiplicity of experience

The central strategic idea driving the rebrand is ‘Life’s Rich Tapestry’, capturing and communicating the full character, complexity and richness of Gunnersbury Park & Museum. It expresses the insight that the place is defined by a multiplicity of life moments, audiences and emotions – generations of visits and associations woven into a colourful, diverse whole. “Gunnersbury is many things to many people, and its offer is both broad and evolving,” explains Wiedemann. “The strategy needed to bring focus without flattening or oversimplifying that richness.”

This strategic work also informed new organisational principles. Embedding the celebration of multiplicity in the organisation’s internal culture (through assets such as employee handbooks), it empowers employees to drive change.

The visual identity’s core elements reflect the relationship between the park and museum, through distinct symbols and modular lockups that can represent each entity independently or together. It is reinforced through a complementary colour palette – green for the park, purple for the museum, and a vibrant unifying yellow when they appear together.

Alive through illustration

At the heart of the visual expression is an expansive suite of custom illustrations, crafted in collaboration with artist Rebecca Sutherland. They bring to life the core idea of ‘Life’s Rich Tapestry’ by capturing the park and museum’s people, seasons, wildlife, artefacts and cultural activity in a way that is both flexible and futureproof. For example, the dedicated ‘Gunnersbury 100’ anniversary mark extends the brand into exhibition and celebratory contexts.

“The Gunnersbury Park & Museum’s offer is ever evolving, constantly looking to make the most of its grounds, partnerships and community involvement,” explains Wiedemann. “This identity system allows for that evolution – the more you extend it, the richer the narrative gets, and the more meaningful the strategy around the organisation’s unique multiplicity becomes.”

The brand further includes a new tone-of-voice framework, human, informative and compelling; and a photography style focused on intimate, human moments, rather than panoramic vistas.

Distinctive and empowering

The repositioning also underpins a major redesign of the wayfinding system. As a sprawling, 72-hectares site, the park’s vast scale and confusing layout made navigation difficult and prevented visitors from discovering its full offer. The new wayfinding is clear, inclusive and empowers visitors to shape their own journey through the park’s expansive grounds. It is designed to guide exploration without dictating routes, while adding differentiation.

Using the brand yellow, the signage marks a distinctive new look, while a clear, icon-led structure brings clarity to the richness of activities and locations on offer. It also prioritises modularity and longevity, allowing Gunnersbury to roll out elements in phases.

Wiedemann concludes: “The rebrand delivers a confident identity that reflects the organisation’s transformation and conveys joy, openness and organisational confidence. For Gunnersbury Park & Museum, it marks a decisive shift from largely working behind the scenes to stepping forward with confidence. It reflects an organisation ready to seize its own narrative, becoming more visible, more active and more intentional in how it welcomes visitors. This identity doesn’t just express what it is today; it empowers it to shape the next chapter with pride and purpose.”