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National Museum of Australia

Where Our Stories Live

A celebration of Australian social history, the National Museum of Australia (NMA) explores the land, nation and people of Australia through telling the stories of extraordinary and ordinary Australians.

NMA saw the milestone of their 10th anniversary as an opportunity to rejuvenate the brand to reflect the Museum’s recently revised vision and positioning.

Gen.a was engaged to create a new brand identity to reflect this change in strategic direction and to change consumer perceptions of NMA from being not just a place of learning, but rather of discovery with a connection to Australia’s story and history.

Throughout the creative process, our goal was to develop a new identity that encapsulated the essence of NMA as a place ‘where our stories live’.

DATE 2011
CLIENT National Museum of Australia
PROJECT Brand Identity
INDUSTRY Government / Arts & Culture
AWARDS 2012 Australian Graphic Design Association (AGDA) Award

“We have really enjoyed working with all of you on our brand project. It has been wonderful to work with such an expert, friendly, professional and inspiring agency. I felt that we had a pretty good fit with our values and ways of working and the creative concepts have been a delight to work with. There is so much potential and a world of opportunities for this brand.”

Rachael Coghlan
Manager, Public Programs & Marketing