Research revealed a long-standing need to define the Museum’s offering and set it apart from the many museum options in the Australia's 'what’s on list.' We worked with executive, board and senior management in a time of significant organisational change to redevelop the brand architecture, brand platform and visual identity.
The desired result was to bring sub-brands the Powerhouse Museum, Sydney Observatory and Discovery Centre under the parent MAAS. The brand overhaul, inline with the context of the 2020 Vision and Strategic Plan, was developed under the concept “surprising minds”. Clarifying the promise of things to come for visitors to all three MAAS venues, as well as an internal guiding principle for exhibition curation, marketing and communication design.