Museums Victoria 'Revolutions: Records and Rebels'

Redesigning the identity of V&A's critically-acclaimed touring exhibition.

“Yoke created a powerful and dynamic look and feel that represented both the exhibition and the important time of the late sixties. The team’s ongoing responsiveness and timely delivery really made a difference – covering a huge campaign rollout that ran across out-of-home, print, digital, radio, social and partnership comms. Their proactive approach and dedication to getting good results for the brand added lots of value.”
-Krystal Maynard, Marketing Manager, Museums Victoria

 

The Background:

Melbourne Museum’s touring hall hosts some of the world’s most innovative cultural exhibitions. And in a city known for such strong arts experiences, Melbourne Museum remains a key destination for engaged Melburnians, young families and culture-hungry tourists. The museum’s permanent collection provides an insight into the city’s history, science and life, and stories of our nation’s First Peoples in the Bunjilaka Aboriginal Cultural Centre.

 

The Project:

After a successful bid to hold the famed Victoria and Albert Museum curated exhibition, Revolutions: Records and Rebels, Museums Victoria needed to create an impactful brand identity to complement the impactful, lasting themes and events.

In keeping with Museums Victoria’s overall brand journey, the communication needed context and depth to ensure potential attendees recognised the importance of the era and understood the themes. We were tasked with creating this new look and feel for the Australian debut of Revolutions: Records and Rebels.

 

The Results:

Yoke created a visual identity, activation concepts, and tone of voice that focused on the icons and themes of the late 60s – overtly and unashamedly. Confident typography, bold imagery and important quotes were combined to reference the dynamism, juxtaposition and friction of the era. Along with the contemporary colour palette, the elements worked across a broad range of applications.

The campaign ran across digital, out-of-home and brand partner channels, creating a cohesive collection of assets that put the era’s icons and key themes front and centre: music, fashion, arts, politics, sex, equality, technology and everything… These are the heady days of the late 60s – five years that shook the world. Since opening in late April, we’ve seen some great results, PR exposure and excellent attendance numbers – watch this space as we update the measurable success.