Positioning Somerset House as a brand was quite a challenge. It is a building, public space, a venue for public events and home to galleries and restaurants. In some cases, it owns an event or a location, and in others it is a partner and has a secondary role. The verbal identity aimed to solve this through the use of the phrase ‘At Somerset House,’ allowing to build the brand in conjunction with other parties. Rather than presenting two competing brands, they work together in harmony.