South Australian Museum

Breathing new life into the Museum.

Our Expertise

Branding, Integrated campaign


For 150 years, the South Australian Museum has strived to make our cultural heritage accessible and engaging to the public. But this history was being misunderstood to mean nothing new was happening, and as such, visitation was dismissed as a one-off experience. If you’d been once, you’d seen it all. Our challenge was to discover the real Museum story and encourage people to experience it for themselves again and again.


Strategic Creativity Delivered

Science isn’t static. It is constantly evolving as we do. An exhibition at the Museum is unlike any other in that it has no definitive ending or resolution.

Revealed through illumiNATION workshops, this insight informed our brand strategy and resulting ‘Alive with wonder’ positioning, highlighting the dynamic nature of science.

Creatively, our team drew inspiration from illusions that demonstrate subjective perception to develop the Penrose triangle-inspired logo and the uniquely fluid visual identity structure.

Subsequent projects delivered throughout 2019, from the visitor guide design to front lawn activations, have inspired this same sense of curiosity in constant change which is now central to the Museum’s brand.