Branding & Wayfinding National Galleries of Scotland — how to make a national collection truly belong to everyone with Leanne Mabberley

Patrick Eley reunites with Leanne Mabberley, Head of Marketing and Communications at National Galleries of Scotland, to reflect on a rebrand and wayfinding overhaul of one of Scotland's most complex cultural institutions — three galleries, four separate identities, and visitor research telling them they were seen as boring, stuffy, and elitist. They discuss how audience insight unlocked a brand built around "yours to discover," how the same project produced a wayfinding system that changed the language of the galleries from the inside out, and what it takes to shift how a national institution sees itself — and how the public sees it.