The South Australian Museum engaged us to create a year long campaign for their brand with the end goal of building SAM’s awareness as a fun and curious destination through the use of quirky word play and impactful visuals.
The end result of the campaign was made around the concept that the SAM is a place to ‘Satisfy your wonder’.
Uniting wonder with humour, we created a visual identity with a vibrant collection of colours, impactful photos and provocative calls to action, assisting to set the museum apart.
We expanded this cheeky side of the campaign, by juxtaposing ancient and modern day culture for a collision of worlds by relating museum items and exhibits to popular culture.
Throughout the development of the campaign, our main consideration was to ensure that the campaign identity would push our message across with maximum impact.
We created posters for the SAM, sporting punchy taglines, containing ‘everybody thinks it, but no one says it’ type questions, to evoke a sense of humour and create engagement with the viewers and passersby.
In addition to posters, digital assets were developed to promote the SAM. Each curated to be eye-catching and hard to miss as viewers scroll through online communication and social media.