Welcoming a new director renowned for curating accessible exhibitions with international partners, the National Portrait Gallery of Australia needed to adapt their brand for the future.
Known as Canberra’s best-kept secret, the National Portrait Gallery engaged us to create a brand strategy and identity to match the ambition of their new director. We identified the gallery’s vital role in defining our national identity through interviews with prominent gallery directors and political leaders.
We heard from passionate team members leading vital initiatives such as youth programs, national art prizes and their social activity. And from cultural leaders on the present and future role of the gallery.
We introduced a central idea ‘More than meets the eye’ to galvanise employees and encourage bold thinking, to have a POV and drive a national dialogue on what it means to be Australian.
We refreshed the new identity, pushing for ‘more’ – a clearer, collective identity than the previous approach of designing applications individually.
Our solution allows the artworks to step to the fore and for individual campaigns to have a distinctive style within the framework. The new identity elevates the frame device, and includes a redesigned logo, refreshed colour palette and graphic assets.
