3 Deep – National Gallery of Victoria

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The National Gallery of Victoria (NGV) is the oldest and most visited gallery in Australia. Almost 2.3 million people visited the NGV in 2014/15, placing it within the top 25 most visited museums in the world. Situated over two magnificent buildings – NGV International and NGV Australia – the Gallery hosts a wide range of international and local artists, exhibitions, programs and events; from contemporary art to major international historical exhibitions, fashion and design, architecture, sound and dance.

Following a significant review of the NGV brand and communication strategies, audience segments and competitive environment, 3 Deep was commissioned to establish a revised brand strategy and brand identity for the Gallery. After capturing the organisations’ creative spirit, purpose, values and promise, a salient and potent brand strategy was created that would reflect the ambitions and vision of the NGV and facilitate unique branded experiences for visitors, patrons, partners and supporters.

In bringing the strategy to life, 3 Deep created a flexible and animated visual identity system in order to help identify and canonise the many campaigns, events, initiatives and services provided by the Gallery and its supporting sub brands including the NGV Design Store, NGV Crossbar Cafe, NGV Tea Room, NGV Garden Restaurant and NGV Gallery Kitchen.

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