BRANDING AND SIGNAGE STRATEGY
‘Action Stations’ is an experiential pavilion at the Australian National Maritime Museum, Darling Harbour — designed by FJMT Architects. The pavilion has interactive museum exhibits and an immersive cinema to provide visitors with a better understanding of both the history of the vessels and also life at sea — the dangers, the hard work and the long hours.
Urban&Public was engaged by the ANMM to create a brand and identity system and wayfinding system for Actions Stations — this branding informed all brand application, wayfinding systems, room, vessel and exhibit signage, exhibition design, vessel signage and environmental graphics. An engaging logotype was developed with a secondary brand system inspired by the heritage for the three vessels HMAS Vampire; HMAS Onslow and HMAS Advance. The design gave each vessel an individuality that reflected the differences in the boat name, times of service and inherent characters. This brand framework established the pavilion as the ‘Home Base’ for three important historic vessels from Australia’s Naval Fleet under the one. The branding, colour system, and design elements were inspired by the many layers of signage, markings and information systems found on the vessels. This branding and identity is now also used extensively within the museum’s merchandising collection. As a team we worked with a diverse internal client group that included curatorial, heritage, marketing, project management and architectural teams.
The museum’s brief was to provide visitors with a unique and contemporary museum experience. This was achieved with a design system using a rich visual palette that included historical photographs, interpretive elements, illustrations, extracts from books and diaries, and supergraphic displays communicating compelling stories and images of life and conflicts on the high seas. As all the museum spaces are generally outdoor and exposed to the weather all designed and fabricated elements are hard wearing and long lasting in the saltwater environment.
WINNER —2016 Museums Australia Multimedia and Publication Design Award (MAPDA) Action Stations website
WINNER SILVER — 2016 International Design and Communications Awards (IDCA) Best Scenography for a Permanent Exhibition
Highly Commended — 2016 Museums and Galleries National Award (MAGNA) Permanent Exhibition or Gallery Fit Out