The V&A unveils a bold new employer brand identity by Wonderhood Design

To attract and retain diverse talent, the V&A has launched a striking new visual identity for its employer brand, developed by design agency Wonderhood. This new direction comes as the museum grapples with a shifting employment landscape in the wake of the pandemic, which has altered how people view work, particularly within the creative sector.

Founded in 1852, the V&A is one of the world's foremost museums, housing a vast array of art, design, and performance. However, as an institution with over 173 years of history, the museum has also been weighed down by perceptions of being "posh," "traditional," and "outdated."

These outdated associations, combined with the increasingly competitive job market in the creative sector, have hindered the V&A's ability to attract a diverse and inclusive range of applicants.

Recognising this, the museum initiated a branding overhaul to reposition itself as a modern, inclusive, and dynamic place to work.

"We wanted to create a visual identity that would not only attract a broad spectrum of candidates but also reflect the essence of the V&A's culture and values," says Sophie Rouse, Head of Integrated Marketing and Insight at the V&A. "Wonderhood understood our challenge brilliantly, and together we've created a beautiful, flexible identity that will help us stand out in the market and attract more people to be part of the V&A."

The Design Challenge: Bridging Tradition with Modernity

Wonderhood Design, which won the brief following a competitive pitch in January 2024, faced the difficult task of creating an identity that could capture the broad diversity of roles within the museum while simultaneously modernising its image. According to Wonderhood, the goal was to link the various roles across the museum, from curators to IT professionals, in a way that felt unified and inclusive.

"Being over 173 years old, the V&A has suffered from misperceptions of being 'posh,' 'traditional', and 'outdated,' holding diverse talent back from applying for employee and volunteer roles," the studio explains. "However, after BTS tours and holding internal focus groups, we saw an undeniable sense of pride and community amongst staff, alongside a unified desire to tackle company diversity head-on."

Based on brand perceptions and the museum's diversity ambition, Wonderhood knew that the new identity had to feel modern, inviting, and inclusive. Luckily, the museum's internal positioning, 'Together, we make it V&A', aligned neatly with the sentiment that they needed to convey through the identity.

The solution emerged in the form of a bold graphic device - a flowing ribbon that weaves through images of V&A employees and volunteers, connecting them across different spaces and roles. This ribbon, which runs across print and digital platforms, is a visual representation of the V&A's internal cohesion and its mission to unite a wide range of people in the shared pursuit of creativity.

Employee and Volunteer Input: A Heartfelt Foundation

A critical aspect of the design process was the involvement of current employees and volunteers. Wonderhood conducted focus groups and one-on-one interviews with staff and gathered input from over 200 potential candidates who had not yet considered roles at the V&A.

"From 1-on-1 internal interviews, sense-checking language, and even featuring real employees and volunteers in the photography, employees and volunteers were consulted throughout the entire strategic and creative process – and ultimately the foundation of it," says Wonderhood.

The feedback from these sessions reinforced a key insight: people who work or volunteer at museums do so to be part of something bigger. "Our identity looks to reflect this sense of togetherness and collaboration and aims to invite everyone to join the V&A and be a part of something bigger, together," the design team.

A Flexible, Long-Lasting Identity

One of the standout features of the new visual identity is the bespoke animation generator. This tool allows V&A staff to create their own custom animations for recruitment and other purposes, offering almost limitless variations to keep the identity fresh and adaptable.

Wonderhood says, "We wanted to create a custom tool for the V&A team so that they could create a range of different assets in a way that was simple, quick, and easy to use while keeping the new identity at its heart.

"Part of the brief was to bring in new talent to the V&A, so there are a lot of job posts for specific specialisms, so now anyone on the team can quickly create a post without any specialist knowledge or motion software."

Thanks to a range of different outputs and variables, the tool gives the V&A identity some longevity while also giving control to their team so they can really own it.

A Visual Identity that Reflects the V&A's Culture

The V&A's new visual identity is not just about attracting talent but also about celebrating the institution's internal culture. Photographer Jessica Eliza Ross was commissioned to capture candid, behind-the-scenes shots of V&A employees and volunteers at both the South Kensington and East campuses. These photographs bring a personal, relatable aspect to the identity, helping to humanise the museum and show the diversity of people behind the institution's public face.

"We hope it will shine a light on the incredible diversity of roles, specialisms and talent that the V&A has to offer," says Wonderhood. "It really is an amazing institution, so we hope the identity can help connect the dots across their multiple venues."

Looking Ahead: A Stronger Connection to Diverse Talent

Wonderhood's visual identity for the V&A represents a forward-looking approach to recruitment and talent retention. By celebrating the diversity of roles within the museum and showcasing the people who make it unique, the identity aims to break down barriers and attract a wider range of applicants.

Through strategic design principles and a keen focus on inclusivity, Wonderhood Design's visual identity for the V&A reflects its rich history and modern ambitions. As the museum moves forward, the new identity will not only help it attract diverse talent but also position it as a place where creativity and collaboration thrive.