MAMA reimagines what a gallery can be. As the new Australian home for modern art, MAMA (Murray Art Museum Albury) has made the region a new major cultural destination.

Working closely with the AlburyCity team behind the gallery, we created a brand strategy and a compelling visual identity which quickly engaged both the local population and arts communities throughout the country.

Having established MAMA as a brand, we also designed a range of merchandise, a collection catalogue and a campaign which helped to build anticipation before the big launch weekend.

From Facebook to flags flying around the town, MAMA continues to be one of our most visible brands. We’ve since helped out the gallery with other smaller masterpieces for various exhibition campaigns and pieces of collateral.


Brand strategy, brand identity, print, launch campaign, wayfinding, signage, environmental graphics, merchandise, publications, digital


Nixon Counsel, strategy; Big Words, copy; Christopher Morris, campaign photography