Unveiling our new identity via CHEP Network

Unveiling our new identity

byTahneyFosdike

We recently unveiled our new brand identity, designed in partnership with CHEP Network. CHEP Network is one of Australia’s largest and most successful creative agencies. It applies creative thinking and a solution design approach to support ambitious brands becoming positive forces in society.

The highly regarded agency works with clients such as: Flybuys, IKEA, NRMA, Telstra, Samsung, Sydney Children’s Hospital Foundation and donated a significant portion of its services to Melbourne Holocaust Museum. The new brand identity enhances our vision to ignite visitors’ sense of humanity, kindness and bravery through the voices of survivors. The branding also nurtures our position as Australia’s largest institution dedicated to Holocaust education, research, and remembrance, as it visually elevates our quest to inspire a better future. “Holocaust survivors founded our museum almost forty years ago, and we are honoured to continue to carry their legacy,” our Chief Experience Officer, Jennifer Levitt Maxwell, commented. “CHEP’s design aids our responsibility to pass on the lessons of the Holocaust to the next generation, embedded with hope and strength to build a brighter future.” CHEP Network Managing Director, Jonny Berger, added, “Everyone at CHEP couldn’t be prouder of this work. It has personal significance for me, and I’d like to dedicate this project to the memory of my grandparents and the millions of others murdered during the Holocaust. We thank MHM for inviting us to apply creativity and design to help this important Australian institution.” The rebranding process began in 2021 with audience research, including focus groups with volunteers, teachers, and visitors, alongside donor interviews, to understand and define key audience groups. This formal research informed the next stage of brand strategy work, completed lowbono by Total Brand Value, which included multiple workshops with the MHM Leadership team and Board Members. This strategic work has been the north star guiding the brand design and other activations like experience planning for the new museum.

Design concepts of new MHM branding by CHEP Network

MHM Manifesto

Built by a community of survivors, the Melbourne Holocaust Museum isdedicated to you – the next generation. Inside this museum we hope to ignite your sense of humanity; and empower you to champion kindness, bravery, and fairness wherever you go. As custodians of truth, the MHM is committed to honouring the lives of survivors and the 6 million Jewish victims of the Holocaust.

Within these walls, we house their stories. Under this roof, we raise their voices. And when you leave, we ask that you carry their memory forward.

Together we have a shared responsibility to not only preserve the fragments of the past but transmit their lessons too. As it’s these personal stories which act as a catalyst to spark entire generations to better themselves, each other and the world.

branding by CHEP Network Design concepts of new MHM

Design Rationale

Rich with symbolism, our word mark is made up of fragmented type. Representing the fragmentation of Jewish life after the Holocaust. And the survivors dedicated to piecing those fragments back together to re-establish their lives and commemorate those lost. Centered around the seen and unseen, our design language can be interpreted in two parts. Whilst the missing elements symbolise the Jewish lives lost in the Holocaust, the remaining fragments symbolise the survivors. A group of people who came together to rebuild their families and communities. Piece by piece. Carrying fragments of their culture, memories and knowledge to this museum – to show that kindness and hope can prevail. At the heart of our brand mark is the Star of David. A powerful reminder of our Jewish identity that existed long before the Holocaust and will continue to thrive into the future. Overall, this design is not only an acknowledgment of the loss of life and culture caused by the Holocaust, but also the strength and shared responsibility to build a brighter future. One that champions humanity and serves as a catalyst for others to do the same.