The Task

Museums Victoria is Australia’s largest public museum organisation presenting both long-term and temporary exhibitions at its three venues: Melbourne Museum, the Immigration Museum and Scienceworks.

While established as an iconic part of the cultural fabric of Melbourne and the state of Victoria as a whole, Museums Victoria is continually evolving its product offer and customer experience to remain fresh, relevant and purposeful. This requires constant engagement, communication and interaction with a vast range of audience groups locally, nationally and across the globe.

Museums Victoria was looking to appoint a new lead agency to help drive strategic brand projects, communications and marketing campaigns for all of its experience brands including Melbourne Museum, Immigration Museum and Scienceworks.

The Work

In late 2016 Yoke was appointed as Museum Victoria’s lead agency following a competitive pitch. At the time the organisation was in the middle of an exciting transition period with the launch of a brand strategy and corresponding visual identity. Following an in-depth immersion and discovery phase, Yoke began to work on a wide range of projects and briefs.

Working closely with MV’s brand and communication team as well as the internal MV design studio, Yoke has helped create, develop and deploy a number of marketing and communication campaigns. The work has been deployed to market and promote events, exhibitions and initiatives with a number of exciting large-scale project to be launched in June 2017.

The Results

Since being appointed, Yoke’s contribution has spanned a wide selection of projects, campaigns and initiatives. We have helped drive museum memberships, attract increased visitations during peak periods and open up tailored offerings to new audience groups. We have also helped with the successful roll out of the new visual identity by developing the system into new communication pieces.