Toi Art

The Museum of New Zealand – Te Papa, houses the national collection of art. As the doors shut for 18 months, the construction started on the top two levels of the existing museum. 

Whilst this was happening we were tasked with creating a new brand identity and launch campaign for the gallery – named Toi Art. We developed a brand system around the idea of viewing art in a whole new light in which a circle motif was used extensively to house, crop, distort and reveal different aspects of the brand. The circle is again used in the logotype, within a unique 'A' character.

The identity was then applied across posters, invites, signage, wayfinding and uniforms as well as many different environmental applications. We also developed an interactive element in the ‘101 Ways’ card game, which provided an easy, conversational and accessible way for visitors to look and engage with the collection in an entirely different way.

The gallery was launched successfully to the tune of 670,346 visitors through the doors in the first year. Almost doubling the target of 350,000. Toi Art nows has more than three times the amount of visitors than the former gallery.