The Friends of the RSA chairman asked graphic design students to pitch how the gallery could attract a younger audience interested in contemporary art. My concept delivers a bold and adaptable brand system based upon the iconic banners hung between the columns of the building. One of the key aspects of the redesign was to encourage the institution to be referred to in spoken word as the 'SA' as opposed to the 'RSA' — which I found was often confused for the London-based society of the same name.