Case Study: Van Gogh Museum broadens its appeal with Skew brand licensing style guides

Van Gogh Museum reaches millions with Skew in 2025

The Van Gogh Museum, a globally recognized institution, sought to broaden its appeal and reach new audiences without compromising its authentic brand identity. To achieve this, they partnered with the design vendor Skew, which provided services including trend insights, illustration, and the development of new style guides.

Skew implemented a solution grounded in rigorous market research, creating targeted moodboards and two extensive style guides. The creative work focused on Van Gogh's connection to nature, his lesser-known works, and personal stories to build greater relevance. This strategy successfully pushed the already award-winning brand further, increasing its fame and meaning with a broader global audience and strengthening the association between the artist and the museum.

Van Gogh Museum