Army Museum
Revitalize the identity of the Army Museum at Les Invalides
Brand
Public Sector
#BrandPlatform #Culture #VisualIdentity #CorporateCommunication
↳ Background
The Army Museum faces a paradox: with 1.45 million visitors in 2025 (a record for the past decade) and ranking 4th among Parisian museums, it still remains in the shadow of the Invalides monument. While the Dome is universally recognized, the richness of its museum offerings is underappreciated, especially among national visitors and younger generations (under 26 years). In a highly competitive environment, the museum needed to enhance its visibility and clarity.
↳ Challenge
Develop a strong brand and identity for the Invalides Army Museum to boost its emergence and recognition.
↳ Strategy
Make the location the starting point of the identity: vitality as a strategic direction.
The iconic dome becomes a proprietary graphic territory that fragments and recomposes endlessly to embody a space in constant evolution.
↳ A Modular Graphic System
A flexible identity adaptable to all physical and digital formats while ensuring overall consistency.
↳ Lasting Social Impact
An accessible identity for everyone, designed to endure and democratize culture.
↳ Support for Change
Co-constructing the project with all stakeholders and providing in-depth training to the teams to engage them in a significant change process and encourage adoption.
↳ Achievements
A complete transformation journey
In-depth analysis of positioning within the Parisian museum landscape
Brand platform design
Creation of a comprehensive visual identity: logo, graphic system, and complete design guidelines (print and digital)
Thorough adaptation of multi-platform templates
Development of a promotional campaign concept
Support in deployment
In-depth training for internal teams for immediate adaptation
Gradual rollout across all institutional platforms
Consistent deployment across communication tools and social networks
