Repositioning a world class art museum…
The Sainsbury Centre for Visual Arts was first conceived after Sir Robert and Lady Sainsbury generously gave their art collection to the University of East Anglia in 1973 and commissioned Norman Foster in 1974 as architect for the new building to house their works.
I advised the Sainsbury Centre on its brand strategy. Research showed that it was elitist yet it wanted to be populist. My recommendations were to simplify the name, demystify the exhibits, use plain English, reach out energetically to local people in East Anglia and use digital communications to reach the rest of the world.
