Tate Modern

Connecting audiences with the world’s most iconic gallery

Brand campaigns
Brand assets
Brand guidelines
Brand activation
Exhibition graphics
Marketing campaigns
Art direction
Tone of voice

Client

Tate Modern is one of the world’s leading contemporary art galleries. Housed in the former Bankside Power Station, by the River Thames in London, and part of the larger network of Tate’s 4 national museums, Tate Modern showcases the work of global art icons, alongside immersive large-scale installations and cutting-edge contemporary exhibitions.

Brief

Four years after launching their new brand (in 2000), Tate realised the rigid approach and use of their brand assets within their marketing campaigns, lacked the desired personality to express the curatorial vision and diversity of art within their exhibitions. So Tate invited Rose to collaborate on breathing more life into their brand, by evolving their marketing campaigns and helping them ‘democratise access to art’ for their many audiences.

Solution

For over two decades, Rose has worked with Tate Modern on many of their biggest shows, helping them build brand recognition, whilst enabling artists including Gilbert & George, Damien Hirst, Paul McCarthy, Miroslaw Balka, Tacita Dean, Henri Rousseau, Josef Albers, Maholy-Nagy, Doris Salcedo, Ai Weiwei, Duchamp, Manray and Picabia, to express their own personalities. Tate has entrusted Rose to work on a myriad of different projects, including exhibition graphics, advertising and marketing campaigns, sub-brands, brand guidelines, catalogues, books and merchandising.

Result

In a relationship rooted in over 20 years of shared success, Rose has an implicit understanding of the Tate brand, and appreciate the balance and sensitivity required when artists collaborate with them, to ensure both artist and host retain their identities on one of the art world’s most prominent stages. Rose has successfully demonstrated this over more than 30 exhibitions, with visitor figures regularly exceeding 5 million visitors per year (pre-Covid). Rose’s work on the Damien Hirst retrospective at Tate Modern in 2012, helped it to become the most visited solo exhibition in the gallery’s history, attracting 463,087 visitors. Rose has also garnered more than a dozen major international design awards for their creative work with Tate Modern.

Tate Modern

Connecting audiences with the world’s most iconic gallery

Client

Brief

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