Under the trends of global development and competition, the countries of the world implemented government reorganizations and brand strategies to elevate national competitiveness and government service quality. Among the national archives, the National Archives of the United Kingdom was the first one to implement a rebranding project in 2019. This research adopted the case study method to analyze the rebranding project of the National Archives to explore the background, characteristics, goals, and contents of the "Archives for Everyone", the National Archives' rebranding strategy.