Australian National Maritime Museum
Our future-forward branding and creative strategy repositions the Australian National Maritime Museum under the brand idea of the ‘Spirit of Adventure’; a highly experience-based brand designed to renew and reinvigorate the museum.
Get in touch
Australian National Maritime Museum
Spirit of Adventure
In the experience economy, memorable and engaging experiences are everything. We've repositioned the Australian National Maritime Museum - MuSEAum - leading to unprecedented commercial success. Our future-forward branding and creative strategy repositions the museum under the brand idea of the ‘Spirit of Adventure’; a highly experience-based brand designed to renew and reinvigorate the museum encounter for its visitors, driven by Australia’s connection to the sea.
A dramatic change
While the museum’s official name remains the same, the prominent MU-SEA-UM graphics on the front of the museum in Sydney’s Darling Harbour, signals a dramatic change for the institution. The new brand is not just a new logo, it’s a thoughtful and strategic repositioning of the museum’s value, aimed to get people thinking more broadly about the sea and our relationship – both as a country and as individuals – with it.
Experiences over history lessons
One of the key insights we came across during our research was that visitors want immersive experiences, rather than passive history lessons. They want to feel and do, they want to be prompted to touch, see, hear or smell, they want a sense of theatre and be part of an engaging and tactile moment. This drove the brand idea of the ‘Spirit of Adventure’, where the museum would embrace a more dynamic position and engaging experience.
—
“Our museum lies within the country’s busiest tourist precinct, receiving more than 25 million visits a year, and is also the Australian Government’s most visible cultural institution in Sydney. The unveiling of this bold, new direction inspired by the sea marks the next phase of our revitalisation.”
Kevin Sumpton, Director and CEO, Australian National Maritime Musuem
