National Gallery of Art

A role that made a timeless institution essential

National Gallery of Art

Industry

Hospitality

What We Did

Audience Definition
Brand Strategy
Brand Narrative
Experience Strategy

New leadership charged with opening the doors wider to  invite the Nation in.

Under new leadership emerged a new vision: Of the Nation, For All The People. It aimed to make the Gallery more approachable, forward-thinking; a hub for national creativity. As discussions on equity, justice, and inclusivity grew, so did the vision's urgency. It sparked key questions about the Gallery's role and potential.

But its formality—minimal context, subdued tone—appealed more to seasoned visitors than the wider public. Widening access, engaging the nation, and becoming a must-visit destination became crucial.

Grand museum hall with high arched ceilings, a skylight, and a symmetrical arrangement of trees, statues, and a central ornate urn on a pedestal.

Bold typographic design with a deep blue background and yellow text reading: 'A New Role – The Curious Host.' Below, smaller text states: 'Host conversation between art and the public.'

A collage featuring classic paintings interspersed with bold orange blocks containing white text. The words 'Conversational,' 'Tuned-in,' 'Inquisitive,' and 'Suggestive' describe different aspects of engagement with art.

Sparked by three driving insights:

Visits need shape to feel meaningful.
You can’t have awe without hospitality.
Art can’t always speak for itself.

Bold text on a yellow background states that the National Gallery of Art drew 3.3 million visitors in 2022, with '3.3 million visitors in 2022' emphasized in large, blue font.

A magenta background with bold yellow and white text outlines five experience principles: 1. Show me where to start. 2. Leave space for my instincts. 3. Invite me into the conversation. 4. Help me connect the dots. 5. Reward my curiosity.

Results

Chart-topping visitor numbers

With the implementation of this work, along with other key shifts, The National Gallery of Art drew 3.3 million visitors in 2022—the most of any art museum in the United States—for the first time since 2008.

This increase has coincided with new programming, content, and storytelling, as well as the shift to the more conversational tone of The Curious Host which brings to life the Gallery’s new role to host conversation between art and the public.