At Inc Dot, we love a project that blends creative design with storytelling, especially when the subject matter spans centuries of courage, heritage and historical impact. That’s why we were thrilled to collaborate with the National Army Museum in 2023 to design their official souvenir guide.
This wasn’t just a design job. It was a chance to honour history with clarity, style and purpose.
A Visual Journey Through British Military History
The National Army Museum provided a rich library of images and stories capturing the role of the British Army through time. From early regiments to present-day operations, the guide had to offer visitors a smooth, accessible way to discover the people, places and objects that shaped history.
Martyn led the design using the Museum’s expertly written text and carefully curated photographs. The result is an elegant layout where each page is easy to navigate and every artefact has room to shine. Featured items include the Siborne Model of the Battle of Waterloo from 1840, Lawrence of Arabia’s robe from 1917, the State Trumpeter’s coat from 1911, and remarkable artworks spanning the centuries.
Bringing the Museum to Life on the Page
The museum puts it best:
"Our soldiers shaped our communities, forged our nations, and changed our world. The National Army Museum is proud to tell their stories. Whether they were famous leaders or youthful cadets, fighting battles or serving behind the lines, achieving great things or fulfilling their duties without fanfare, we believe that all their experiences matter."
This spirit runs through every page of the 97-page souvenir guide. The design helps bring those experiences to the surface with clarity and respect. Whether you’re flicking through at the museum or revisiting your visit months later, the layout encourages exploration and reflection.
Designed to Be Read and Remembered
The aim was simple. Make it easy to read, enjoyable to use and beautiful to keep. We used a crisp typographic system, generous image placement and consistent page structure to keep the experience intuitive. Nothing cluttered, nothing distracting. Just a clear path through powerful stories, told with honesty and care. From the cover design to the final proof, the process was collaborative and thoughtful. Martyn worked closely with the Museum’s in-house team to ensure every element aligned with their vision and voice.
Supporting the Museum’s Mission
Every sale of the souvenir guide supports the National Army Museum and its ongoing mission to share these important stories with the world. It’s more than a memento. It’s part of something much bigger.
You can order a copy directly from the museum’s online shop here:
Got a story to share? Whether you're a museum, heritage site or community group, we’d love to help you create something that informs, inspires and stands the test of time.
Let's design something remarkable together.