I recently had the pleasure taking part in an ‘in-conversation’ style keynote with Claire Eva (Director of Audiences & Media, V&A Dundee) as part of the AMA Conference 2021, and we took a deep dive into the recent rebrand project I lead for National Museums Liverpool. It was great to have so many delegates joining the session and for all their questions throughout, some of which we were able to answer during, but not all. I also invited further questions after the event and received quite a few, and thought a better to try answer them properly would be to put them into an article instead of trying tweet responses.