The value of values.

Since the launch of Tate Modern in 2000, Tate has been something of a branding phenomenon, enjoying high consumer recognition worldwide and a reputation as London's most popular art destination. But by 2017, the internal brand was less clear and the organisation was at a pivotal point of transition.

We were asked to test Tate's new strategic vision with staff and incorporate a shared set of values across every part of the organisation. We continue to work with Tate's four sites to align the brand values with the visitor offer and empower staff to bring the individual positioning stories to life in their day-to-day work.

"Working with Jane Wentworth has transformed how we think about our values at Tate and how we live them through our work and relationships with each other."

Maria Balshaw, Director, Tate