The ocean has always played a vital role in the Australian story. Yet for many, maritime museums mean just one thing – boats. With such a diverse events program and range of exhibits, the Australian Maritime Museum knew the time was right to create a more compelling experience brand that shared their passion for the sea, while inviting visitors to rethink their own relationship with it.

Building a brand beyond boats that speaks to the heart of the Australian story.

The Frost* team developed a bold new positioning and visual identity based around the idea of ‘the spirit of adventure’. To help bring it all to life for a diverse range of audiences, across communications channels, we developed a tone of voice platform and writing guidelines that work with the new visual identity.

Together, they help the marketing team consistently capture this spirit in communications, contributing to more engaging, immersive experiences for guests.

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