Louvre Abu Dhabi
I was invited to work with the creative team at Wiedemann Lampe to define the tone of voice for the new Louvre Abu Dhabi. After the team completed an extensive workshop with the senior leadership to uncover the brand personality, I translated the workshop’s findings into an actionable tone of voice that will be applied across touchpoints and multiple languages.
Striking the right tone
Our priority was to make the museum feel like an accessible and welcoming space. Too often, art institutions assume their visitors have a PhD in art history and rely on academic jargon to explain the works on display. This was something we wanted to avoid. Instead, storytelling is at the heart of the brand’s voice. It’s crafted in a way that transports the reader into the story, it poses questions and empowers the visitor to better understand what they’re seeing and ponder these works for themselves.
Louvre Abu Dhabi - Photography Roland Halbe
Above image: Louvre Abu Dhabiís plaza © Louvre Abu Dhabi, Photography: Mohamed Somji