Rolls-Royce Motor Cars Art Programme
Art without compromise

Rolls-Royce is one of the most iconic, luxury brands in the world, with the term “the Rolls-Royce of…” long ago entering our language as synonymous with the highest levels of excellence. Rolls-Royce has a long-held vision for art and creativity and established an ambitious Art Programme comprising of commissions and collaborations with many leading artists and institutions.

There was much to celebrate, but the Programme was not clearly positioned within the overall master brand and needed more clarity about its purpose in the art world. Winster Marsh was appointed to successfully and authentically position the Art Programme in order for it to sit strategically within the overall brand and credibly connect with the art world. 

The positioning was developed working in conjunction with teams across the business and articulates the shared territory between the art and Rolls-Royce. At its heart is a compelling purpose to give artists the freedom and resource to develop new, unique creative statements. As part of the programme’s repositioning we recommended and led a process to rename the art programme. One of the distinctive features of the Rolls-Royce brand is its unique nomenclature - Dawn, Wraith and Ghost. The new name Muse is more evocative and identifies and celebrates the original muse The Spirit of Ecstasy.

The positioning is now helping Rolls-Royce to develop the art programme strategically with artists, cultural institutions and collectors and has informed a new visual identity designed by Pentagram.

“We’ve come a long way since we started working with Jo. Her experience was instrumental in bringing focus, direction and a solid foundation to the art programme and its strategic direction.” 

Jessica Persson-Conway
Art Programme Manager
Rolls-Royce Motor Cars