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Museum of History NSW
For The People, 2023
CONTRIBUTION
As Designer
Brand identity
Motion
Transform Awards
Gold
Executive Creative Directors
Mel Baillache, Jason Little, Jo Roca
Creative Director
Alexis Waller
Design Director
Floriane Jambu
Designers
Atsaya Gabiryalpillai, Emma Turney, Dash
O’Brien-Georgeson, Georgia Urie, Joseph Dennis, Tom Clayton
Head of Storytelling
Mat Groom
Storytellers
Daniel St Vincent, Amy Scott
Heads of Strategy
Damian Borchok, James Cooper
Senior Strategists
Claudia Henderson
Account
Alice Marrows, Monique Tadrous
CEO
Sonia Uznadze
Mel Baillache, Jason Little, Jo Roca
Creative Director
Alexis Waller
Design Director
Floriane Jambu
Designers
Atsaya Gabiryalpillai, Emma Turney, Dash
O’Brien-Georgeson, Georgia Urie, Joseph Dennis, Tom Clayton
Head of Storytelling
Mat Groom
Storytellers
Daniel St Vincent, Amy Scott
Heads of Strategy
Damian Borchok, James Cooper
Senior Strategists
Claudia Henderson
Account
Alice Marrows, Monique Tadrous
CEO
Sonia Uznadze
Illustrations
Dash O’Brien-Georgeson
Motion
Mac Archibald, Atsaya Gabiryalpillai,
Emma Turney
Dash O’Brien-Georgeson
Motion
Mac Archibald, Atsaya Gabiryalpillai,
Emma Turney
A new cultural insitution
Museums of History NSW (MHNSW) is a new cultural institution comprising the former Sydney Living Museums, the NSW State Archives and the Government Records Repository. Home to one of the most extensive archival collections in the world, as well as the conservation, management and visitations experiences across 12 historic houses, gardens and museums, MHNSW is the primary custodian and advocate of NSW’s history.
Merging three distinctly different entities into one institution, brings with it inherent challenges. Balancing the requirements and working cultures of these existing entities meant designing an identity that catered practically to the needs of each organisation — whilst simultaneously delivering a broad and engaging range of content that constructively subverted people’s expectations to help them rethink their relationship with history, and develop their understanding of MHNSW.
The identity is bound by time’s relativity and contextuality. The new logo is a splintering in time, caught in a layer. The design system builds on this to provide maximum flexibility paired with accessible typography. The multi-faceted and multi-dimensional view of history opens up a world of storytelling opportunities.
The new identity allows MHNSW to tell a more complete story of a place, person or thing, bringing interesting new insights into locations and experiences. It encourages audiences to share their own interactions with history and bring them into MHNSW, and in doing so help audiences understand the enduring relevance of history and challenge the belief the past has already been written.