Rebranding for relevance

Rebranding is more than switching logos. It should be a total recalibration of how your audiences engage with your collections.
[This is archived content and may not display in the originally intended format.]

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.’

Unlock Padlock Icon

Unlock this content?

Access this content and more

Gina Fairley is ArtsHub's Senior Contributor, after 12 years in the role as National Visual Arts Editor. She has worked for extended periods in America and Southeast Asia, as gallerist, arts administrator and regional contributing editor for a number of magazines, including Hong Kong based Asian Art News and World Sculpture News. She is an Art Tour leader for the AGNSW Members, and lectures regularly on the state of the arts. She is based in Mittagong, regional NSW. Instagram: fairleygina