The Queensland Art Gallery is a 2-site institution comprising 2 galleries, the Queensland Art Gallery (QAG) and the Gallery of Modern Art (GOMA). QAG features predominantly historical art while GOMA features contemporary art from the 20th and 21st centuries. GOMA opened in 2006, and in just 5 short years has established itself as a major contemporary art gallery in Australia. Our brief was to bring both galleries together under 1 brand for the first time.

We elevated each gallery above location or collection by treating them as siblings offering different perspectives on art. No matter which gallery you’re in, the other can provide a point of view. Sometimes they contradict, sometimes they complement, and sometimes they will complete each other’s sentences. The brand experience revolves around the visual and verbal interplay between the 2 personalities. Together they create a rich experience that encourages visitors to have a more rounded, balanced view of art.

The brand has been received enthusiastically internally. So far, the brand has only had a soft launch, with the hard launch coming later in 2012, so watch this space.