Museums Victoria

Museums Victoria is Australia’s largest public museums organisation and a leader in the arts and culture sector. The Museums Victoria brand essence is to inspire awe and wonder, to create enriching experiences. To connect the past and the present, and to imagine the future.

Clear developed the brand for Museums Victoria in 2007, applying the visual identity system to each museum venue. Our relationship continues to this day and we’ve worked on numerous campaigns and brand systems.

From the Winter Masterpieces series, to design of various exhibitions, to undertaking regular strategy workshops, developing membership programs and sub-brands, art direction of TVCs, including Play and the Wominjeka campaign for the Bunjilaka gallery, photography, social media campaigns, naming and brands for spaces within the museums… Each initiative we take on with Museums Victoria aims to capture and encompass the experience synonymous with the brand, inspiring our audiences to engage in life’s deep mysteries and big questions.

First Peoples is the first permanent indigenous exhibition at Bunjilaka, Melbourne Museum. It is co-curated by the Yulendj (knowledge) group of Aboriginal elders and community leaders in consultation with Museums Victoria curatorial staff. With great heart and generosity, Yulendj contributed stories, objects and deep cultural and historical knowledge to form the exhibition and guide our exhibition campaign. We art directed the TVC and by using the Kulin nation word—Wominjeka (welcome)—invited people to connect, explore and embrace our shared history.