Auckland Art Gallery Design & Branding AUCKLAND ART GALLERY IDENTITY by Alt Group Auckland

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Industry Museums & Libraries
Media Design & Branding
Market New Zealand
Agency Alt Group Auckland
Designer Ben Corban, Clem Devine, Felicity Stevens, Aaron Edwards, Katarina Mrsic, Dean Poole Alt Group, Jinki Cambronero Alt Group
Photographer David St George, Toaki Okano Toaki Okano Photography
Released September 2011

Credits & Description

Category: Charities & Not For Profit
Creative Director: Dean Poole (Alt Group)
Designer: Dean Poole (Alt Group)
Designer: Clem Devine (Alt Group)
Designer: Jinki Cambronero (Alt Group)
Designer: Aaron Edwards (Alt Group)
Designer: Ben Corban (Alt Group)
Designer: Felicity Stevens (Alt Group)
Designer: Katarina Mrsic (Alt Group)
Photographer: Toaki Okano
Photographer: David St George
Writer: Dean Poole (Alt Group)
Writer: Ben Corban (Alt Group)
Media placement: Brand - Auckland Art Gallery and offsite promotion - 3 September 2011

Describe the brief from the client
In September 2011, the Auckland Art Gallery Toi o Tamaki reopened after a 3-year redevelopment project. The gallery, now the largest in New Zealand, holds the country’s most significant collection.
The brand had to tell the story of art, and in particular New Zealand art, and represent both the Maori and Pakeha parts of New Zealand culture. The aim was to open up the meaning of art for everyone; activate art within and beyond the gallery’s physical space; exceed the expectations of existing audiences and reach out to new ones. The Brand needed to be managed by a small marketing team and solo in-house designer.

Describe the challenges and key objectives
The first challenge was communication: to compete with other leisure offerings; to speak to families with young children; and to make people feel comfortable with the idea of coming to the gallery. The second challenge was accessibility: to show the gallery as a place that is fun, exciting, stimulating, accessible and friendly – not intimidating; and attract a broader generational and cultural mix. The third challenge was engagement: increase, sustain and build upon the gallery’s audience; stretch, exercise, challenge and reward the minds of visitors.

Describe how you arrived at the final design
The identity was built around the idea of demystifying art through language. The concept of “seeing art in everything” was used as a central idea. A text algorithm was developed for the gallery to communicate in different ways to new and existing audiences–descriptive, witty or philosophical. A Brush Stroke, A Prickly Subject, A Universal Truth. The algorithm was incorporated into two logo marks–through it’s name and through a secondary mark incorporating the words Art and Toi, the Maori translation of art. This was developed into a pattern referencing Maori tukutuku panels. The identity was implemented throughout wayfinding, launch campaign, print collateral, environmental and digital communications, uniforms and a range of products.

Give some indication of how successful the outcome was in the market
Since the launch of the new brand and its new building, the Auckland Art Gallery has increased visitor numbers from an average 2,369 per week (as at July 2011) to 11,974 (as at February 2012). Feedback from visitors about the brand has been overwhelmingly positive.