British Museum Zayed National Museum

The British Museum approached us to write the text for the main gallery of the Zayed National Museum. It was important that the text conveyed the British Museum’s character of trustworthy authority and confidence, as well as conveying a sense of UAE national pride.

We created a tone of voice that was warm and dignified, straightforward and clear, steering clear of a too elaborate or emotional tone in favour of a sensitive, neutral and sensitive style.

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