Auckland Museum Print, Design & Branding I AM Campaign Booklet by Alt Group Auckland

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I AM Campaign Booklet

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Industry Museums & Libraries, Books
Media Print, Magazine & Newspaper, Design & Branding
Market New Zealand
Agency Alt Group Auckland
Photographer Toaki Okano Toaki Okano Photography
Released September 2010


One Show 2011
One Show Design Branding / Booklet/Brochure Merit
One Show Design Corporate Identity / Campaign Merit

Credits & Description

Category: Publications & Business Communications
Product/Service: MUSEUM
Date of First Appearance: Jun 1 2010
Entrant Company: ALT GROUP, Auckland, NEW ZEALAND
Creative Director/Graphic Designer/Writer: Dean Poole (Alt Group)
Graphic Designer: Shabnam Shiwan (Alt Group)
Graphic Designer: Tony Proffit (Alt Group)
Photographer: Toaki Okano
Writer: Ben Corban (Alt Group)
Writer: Felicity Stevens (Alt Group)
Media placement: I AM Campaign Booklet - Internal and general external audiences - 1 June 2010

Describe the brief from the client
Develop a campaign book to assist in the articulation of the organisation’s vision, mission and values internally and externally across all touch points.

Describe the challenges and key objectives
The Auckland Museum holds the world’s largest Maori and Pacific collection and is a natural history as well as a war memorial museum. Museums now compete for audiences with many other types of experiences that didn’t exist in the past - shopping malls, movies, digital games, as well as the myriad of other forms of entertainment - art galleries, sports and the great outdoors. The challenge was to develop a campaign identity and communications platform that both aligned the team internally and repositioned and reconnected the museum with its external audiences.

Describe how you arrived at the final design
The solution came from a fundamental questioning of what a museum is. This process highlighted the need to rethink the role of the organization and how it connected with people – both within its building and beyond it. AM was developed as the campaign mark in conjunction with a brand voice that could operate in different modes. AM is an acronym for Auckland Museum. I AM is an introduction. I AM is an affirmation.

Give some indication of how successful the outcome was in the market
The campaign book was received well by its internal and external audiences.