Agenda Design Associates was appointed by Tyne & Wear Museums and Newcastle University to the £26m Great North Museum project. The design team used an orange arrow facing north for the museum's identity, encompassing its vision and values, as well as pride in its northern location. A campaign tone of voice, using the word 'great' across all the marketing materials, was applied throughout the museum, from signage and wayfinding to retail and catering facilities. It also features as part of a fundraising campaign promoted on buses, Metro platforms and regional newspapers.