The Natural History Museum and its incredible collection of over 80 million specimens isn’t just a glimpse into the past – it’s part of vital research and learning that helps us care for the natural world now and for generations to come.

As part of the membership identity being developed by the team at Output, NHM needed an overarching message and copy approach to show that joining isn’t just about exploring the collection and enjoying great benefits – it’s also about playing a part in protecting the planet.

Using the existing TOV, I worked with Output’s strategy team to create the overarching message – ‘Uncover the past, protect the natural world’ – and craft key copy examples for NHM’s internal team to use and build on.

Paired with bold, vivid visuals that bring the collection to life, every touchpoint’s messaging has been designed to show that membership is about more than just perks. Because whether it’s skipping queues or getting into sold-out exhibitions, being a member means exploring the wonders of the natural world, while making a real difference.

Role: Copywriter

Deliverables: Overarching membership message | Key messaging approaches & copy

Created with the brilliant Output.