Case Study: Saudi Ministry of Culture unifies 11 regional museums into one compelling heritage brand with Siegel+Gale

Saudi Ministry of Culture unifies 11 museums into one brand with Siegel+Gale

The Saudi Ministry of Culture faced the challenge of transforming its inherited portfolio of regional museums into a cohesive brand. Their goal was to elevate the museums' content and foster a growing culture of visitation among locals. They engaged the branding firm Siegel+Gale to develop a strategy and design a new brand experience.

Siegel+Gale's solution was to unite the eleven museums under a single narrative platform called "Our Saudi Story." Instead of creating individual brands, they crafted the museums as 11 chapters of the Kingdom's story, which was supported by a unified logo symbolizing the entire nation. This approach made the museums more accessible and interactive, successfully connecting Saudis with their past, present, and future.

Saudi Ministry of Culture