Rebranding for relevance

Rebranding is more than switching logos. It should be a total recalibration of how your audiences engage with your collections.
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Engaging audiences of all ages at the Australian National Maritime Museum; Image supplied

What do you do when everything you have stood for – your world as you thought it existed – changes?

This is what many maritime museums globally are facing. As Kevin Sumption, Director & CEO, Australian National Maritime Museum (ANMM), described to a room of museum professionals, three years of research ‘told us there wasn’t a lot of interest in most maritime museums … the maritime museum as a notion is a 19th Century concept.’

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Gina Fairley is ArtsHub's National Visual Arts Editor. For a decade she worked as a freelance writer and curator across Southeast Asia and was previously the Regional Contributing Editor for Hong Kong based magazines Asian Art News and World Sculpture News. Prior to writing she worked as an arts manager in America and Australia for 14 years, including the regional gallery, biennale and commercial sectors. She is based in Mittagong, regional NSW. Twitter: @ginafairley Instagram: fairleygina