The launch of a new venture is not an everyday occurrence, so the opportunity to get involved in the Museum of the University of St Andrews proved impossible to resist. That said, the task of developing a brand and launch strategy for Scotland’s oldest university requires an intuitive grasp of what it will take for the new museum to establish a rapport with the key target groups. By any standards, the collections of art, natural history, scientific instruments and rare manuscripts are of significant interest and value, and the crux of the project is to package this ‘offer’ for the local community, schools, corporate and tourism markets. This project presents the University with a great opportunity to embrace new audiences and to open its doors to a wider and potentially lucrative market. We are looking forward to working with the project team to make the most of this exciting opportunity.