Project Overview
The brand identity and promotional campaign for the Newcastle Museum. The museum is a nationally significant, state of the art new museum in the heart of Newcastle’s cultural precinct.
Project Commissioner
Project Creator
Team
Commissioner:
The Newcastle City Council
Sam Wilcox and Karen Hayes
Creators:
Headjam Pty Ltd
Nicola Xavier, Sarah Cook, Luke David Kellett
Project Brief
The brief was to develop a brand identity and promotional campaign for the Newcastle Museum. The Headjam design team set about creating designs that capture the true character of this significant cultural institution as well as enhance the visitor experience. The Newcastle Museum is a place for people, of social and cultural interaction, accessible collections and innovative educational programs. An exciting part of the permanent collection is Supernova, a scientific and technological interactive module centre.
Project Innovation / Need
Our approach was to create a visual identity system that boldly breaks the perception of a traditional museum space. As part of the branding we developed a photographic campaign that represents the present meeting the past, the new generation connecting with the past. The brandmark positions the museum as engaging and interactive. The design is based on the negative space of the capital lettering N and M; these triangles stand proudly, like beacons. The secondary visual palette is used to overlay archival or current imagery and are based on the industrial and biological shapes and in their application evoke movement and imagination.
Design Challenge
The challenge of capturing the Newcastle Museum was to be appealing to several audiences - educational, corporate, general and tourist each requiring different needs.
This challenge was overcome by the clear use of colour systems in the brandmark and support graphics, each colour representing a different component of the museum. Blue for “The Newcastle Story” yellow for “Supernova” red for “Fire and Earth” green for “Education” silver grey to represent “Events”. This colour system and palette translated to the photographic campaign where five images were taken each to represent one component of the museum.
Sustainability
We care about our footprint and we always suggest sustainable alternatives to our clients. All of the Newcastle Museum stationery and promotional materials are printed on Envirocare 100% recycled paper.
We used local printers NCP who were one of the first printers to be FSC certified and use non petroleum vegetable based inks. This also saved on shipping costs and energy required to deliver collaterol from over seas or interstate.
Tags
Graphic Design - Identity and Branding
This award recognises traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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