Despite being the largest of its kind, the National Railway Museum was starting to see declining interest. However, this had not impacted its aspirations of becoming the North of England’s premier heritage attraction. Facing stiff competition from many other Northern attractions, Science Museum Group turned to Thompson Brand Partners to help them stand out in a crowded marketplace and drive family appeal. Battling with limited funding and a background of recession, Thompson Brand Partners created an effective design solution on a shoestring budget. With an aesthetic designed around movement and speed, the new brand gave accessibility to a wider, more family-focused audience. In the two years post-rebrand, the National Railway Museum has seen visitor numbers increase by 15%, with families now constituting 59% of the total footfall. In addition, website traffic has grown by 34%, with merchandise sales up by nearly 400%. Without a doubt, the National Railway Museum has cemented its position on the attractions map.