The Horniman Museum has partnered with London agency Anatomy on ‘It's in our Nature', a vibrant campaign celebrating its 125th year and new nature-themed outdoor space. Instead of using an existing typeface, Anatomy created a bespoke alphabet from shapes, textures, architecture, plants, and specimens found across the museum and gardens, balancing playful character with readability while leaving room for future community contributions. Individual letterforms were given distinctive, handcrafted animations, complemented by a warm color palette and community-led photography to create an identity that reflects the Horniman's eclectic mix of nature, culture, and curiosity.