Overview:
Canberra Art Gallery is a newly established cultural institution under a larger art collective, aiming to bring contemporary and classical art to a wider audience. Without an existing brand identity, the gallery needed a strong market position, strategic direction, and seamless integration with its parent group. Our objective was to develop a complete branding system, strategic framework, and positioning strategy to ensure a cohesive customer experience across all affiliated businesses.
Objective:
Our goal was to build a compelling brand identity from the ground up, ensuring that Canberra Art Gallery had a unique voice while maintaining synergy with the larger art group. This involved comprehensive positioning, branding, and strategic planning to set a strong foundation for future growth. Additionally, we worked on integrating customer touchpoints across multiple platforms and enhancing the gallery’s ability to execute high quality creative projects and events.
Challenges:
Brand Development:
The gallery had no prior brand identity, requiring an entirely new visual and strategic foundation.Customer Experience:
Creating a seamless experience across multiple platforms and affiliated businesses required careful coordination.Content Strategy:
Positioning the gallery as an engaging, interactive space through events, video content, and digital storytelling.
Process:
Strategy & Positioning
Development & Integration
Creative & Events
Journey & Optimisation
Implementation & Training
Planning & Expansion
Outcome:
Canberra Art Gallery successfully will launch with a distinctive, well defined brand identity that resonated with its audience. The seamless integration with the larger art group ensured consistency, while the introduction of engaging content and creative event strategies elevated its public presence. The gallery is now positioned for long term growth, with a clear roadmap for future initiatives.
Achievements:
Brand Establishment:
Created a strong, recognisable identity that aligned with the gallery’s vision and its parent collective.Customer Experience:
Developed a structured, cohesive journey for visitors across multiple platforms.Strategic Roadmap:
Laid the foundation for the next phase, including website development and market expansion.
