The story of British Army Flying lives here

Tucked away in Northwest Hampshire, the museum sits next to the Army Air Corps Airfield at Middle Wallop. It reflects over 100 years of Army flying, from man-lifting kites and balloons to the present day, with a collection of over 35 helicopters and fixed-wing aircraft. The museum is the only one in the world dedicated to telling the internationally significant story of British Army flying.

A Museums Association (MA) survey in 2015 found that one in five regional museums had either closed or intended to close part or fully. That too was the case with the Army Flying museum who had seen reduced local authority funding and decline in visitors. They began Project Eagle and secured £2.59 million, including a large Heritage Lottery Grant to transform their museum and visitor experience.

Image: Newly-qualified Apache pilot Sgt Kidd of the Army Air Corps at the Army Flying Museum during the opening of the Army Flying Summer event.

Project Scope

The Museum wanted to transform an already good Museum into a truly great one fit for the 21st century with more interactivity, increased personal stories and improved accessibility. The identity had to respect the heritage but reflect this reimagining for tomorrow’s Museum. The style guide formed the basis for the development of a new website.

The new brand identity had to be flexible. It was to be used on all marketing materials, wayfaring signage, exhibition signage and merchandise (even jam jars).


Positive Customer Survey Feedback Since Opening

new design versus old design army flying museum

“The rebranding process has been a delight. The TGDH team were genuinely as excited as we were about developing the Museum’s identity and they really took on board all the comments And feedback throughout the process to deliver a brand that we are really proud of.”

Lucy Johnson , Chief Executive

Army Flying Museum

What we delivered

Following an initial ad hoc ’tidy’ of the brand materials we delivered:

  • New Brand Proposition- ‘Stories of courage, comradeship and innovation live here’. This was accessible, more directly connected with human stories, and points to the necessities of war accelerating the pace of technological change. It also strongly communicates the contemporary relevance of the Museum’s collection
  • New Logo and visual identity including typefaces - We proposed a more succinct Museum name and one that gives greater prominence to ‘Army Flying’. A logo and visual identity captured in a bold, contemporary way the Museum’s unique heritage
  • Repurposed Brand Personality and Tone of Voice in new Brand Guidelines
  • All required digital assets including logo in various formats, social graphics
  • Visual guidance on interpretation panels throughout the Museum, New website UI design
  • New wayfinding and signage design
  • Visitor Guides including Collection and Events, stationery, shop merchandise.


Year On Year Increase Vs Target Of 15%