Anatomy_London’s campaign for the HornimanMuseumGardens is built on a bespoke typeface foraged from its collections and gardens. The agency's new visual system was built to reflect the excitement of the eclectic discoveries that emerge from a visit to the historical London location. Launching the museum’s new nature-themed outdoor space, the ‘It’s in our Nature’ campaign seeks to entice a new generation of nature lovers onto the museum’s grounds, reintroducing it as a place where history, culture and getting outdoors can collide. Co-created with local communities, the creative identity was built around a bespoke set of letterforms carved out from Horniman’s very own collections and gardens. For Anatomy, finding an existing typeface to steer the shape of the visitor-led design project wasn’t really the right fit. From the very beginning the team wanted to build a visual world that would reflect “the experience of visiting the Horniman”, shares Dan Templeton-King, client director and h...