PLAY is our latest brand identity and campaign for Melbourne Museum to launch of the Pauline Gandel Children’s Gallery. This new interactive space provides child-led, play-based adventure for children aged 0-5 years old. Extensive research proved the value of play in early childhood education and development. The identity is built upon primary geometric shapes and building blocks—referential of the built forms with in the gallery space itself. We art directed the TVC to show children exploring and engaging and interacting with in the gallery. It is grounded in child-led, play-based learning, that supports the multiple ways parents/carers and children interact with a museum.