Women of Tyneside

The Diverse W

Sail were commissioned to work with TWAM (Tyne and Wear Archive and Museums) as branding and campaign partner for a 2 year project looking at new ways to connect local womxn and their stories with heritage. Focusing on a community-led programme, we identified positioning and strategy that was audience informed. The results were 600+ engagements, 70 events and 700,000 website sessions, as well as a shortlist for Museum Association ‘Museums Change Lives’ Award.

100 years ago, through solidarity, courage and ruthlessness, and in the face of opposition, women were given the right to vote. 2018 was not only a time for celebration of this, but also an opportunity to listen, reflect, understand and explore issues and pressures that are still relevant today.

Women Of Tyneside worked with a diverse range of Tyneside women and girls to identify and explore contemporary social issues which relate to women and gender equality, using the TWAM collection as a stimulus.

What we did: Audience Insight, Positioning, Brand strategy, Brand Identity and Digital Manifestation.

The brand has created a community of activists, and given a voice to the underrepresented women of tyneside.


‘Sail has the most creative, generous, honest, flexible and values driven team. The team’s passion for the project and strategic creativity contributed massively to our success. It has set the brand up for the coming years, and has had excellent feedback in the heritage and cultural sectors.’

Sarah Cotton
Collections Manager

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