ARTS

'Come to MAMA'

MAMA is the Murray Art Museum Albury – a new $11 million cultural institution that balances international touring exhibitions with the artistic identity of its surrounding region. We were proud to be a part of the launch of this exciting new endeavor, from helping to articulate the brand to writing copy for the launch.

This job involved several stakeholders, and our part began with Nixon Counsel, a brand consultancy we have worked with many times before for clients in Melbourne and regional Victoria. Together, we helped to craft the brand bible and to develop a tone of voice, which was integral to giving MAMA its distinctive, irreverent and engaging personality.

We worked with

WE WROTE WORDS FOR…

Advertising
Billboards
Brand Values
Brochure
Digital marketing
EDMs
Scripts
Style Guides
Taglines
Website Content

Once the brand was established, the creative was developed by the unfailingly brilliant Kindred Design as MAMA itself took shape in downtown Albury. We wrote copy for the website, and as the launch of the gallery drew near, we wrote a series of brochures and program guides for the gala opening weekend. This was written in collaboration with the local council, AlburyCity, and the curatorial team at MAMA, and covered everything from public art to live music.

Finally, as the big event drew near, we travelled to Albury to see it all come together. The opening was a huge success, with significant community engagement. In its first six months around 50,000 visitors came through the door.

Since working on MAMA, we have been engaged by Albury City on other tourism projects. We have also continued to work with Nixon Counsel and Kindred for other high-profile clients in Melbourne, Sydney and the Murray River region.

OUR OTHER REGIONAL CLIENTS INCLUDE