MoAD ??? Museum of Australian Democracy

brand architecture, naming, brand identity, strategy, campaign, environmental

The mission was to take the Museum of Australian Democracy at Old Parliament House and create an identity that would make it an iconic, 21st century cultural destination for Canberra.

In early 2015 MAXCO was enlisted to oversee the strategic brand direction, reinvent the brand UX and overhaul all communication touch points.

Work spearheaded a bold change in direction and focused on moving the Museum away from a rigid and conservative approach, to present the brand with a fresh new identity and unique touch points.

On 9 November 2016 MAXCO won bronze in the sixth edition of the International Design & Communication Awards (IDCA) for their work rebranding the Museum of Australian Democracy. AGENDA, a cultural agency based in Paris and Quebec, recognised the brand work for being fresh, fearless and in-step with global, best-practice.