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.

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.

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.