The Museum of Australian Photography

Paoli Smith was engaged to develop the brand strategy, marketing plan and the name for a proposed redevelopment of the Monash Gallery of Art (MGA) precinct in Wheelers Hill.

The precinct included a public library, a sculpture park and a gallery with an annual photographic prize and an excellent photographic collection, housed in a building, part of which was originally designed by Harry Seidler.

Our strategy was to elevate people’s experience of photography and reposition the precinct to a national audience as a major photographic destination; a place that celebrated Australian artists and stories and preserved our national heritage through photography, books and architecture.

In consultation with key stakeholders, we re-named the gallery The Museum of Australian Photography (MAPh).

  • Naming
  • Brandmark
  • Brand Strategy
  • Writing
  • Visual Identity