Frost has created a brand strategy, naming and identity campaign for the Historic Houses Trust of NSW is a bid to boost visitor numbers and brand awareness.
The trust runs twelve properties to be recast as Sydney Living Museums, a major market-facing name change.
Strategy director Cat Burgess said the rebrand taps into the experience economy.
“The word ‘Living’ in the name refers not only to the curatorial focus of the Museums but also the types of experiences people can expect,” she said.
“We realised there was a gap in the market for the organisation to become the curators of Sydney living and to engage with today’s fascination around lifestyle.”
Frost also created a new visual identity based on the concept of “unlocking stories.”
“Cultural and heritage institutions today are competing with an ever growing array of entertainment options. Strong, engaging, strategically positioned, contemporary brands are the key to maintaining relevance and visibility. Sydney Living Museums knew they needed to adapt in order to maintain a presence and grow visitation,” said Vince Frost, founder and executive creative director of Frost.
Frost have previously created brands for cultural and heritage institutions including the Sydney Opera House and the State Library of NSW.
Kate Clark Sydney Living Museums director said: “Society has changed and cultural organisations can’t afford to be blind to that. We’re confident that the work we’ve embarked on with Frost will re-establish our properties in the hearts and minds of Sydneysiders and cement in the collective psyche the ongoing need to preserve the memory of Sydney’s unique lifestyle over time.”
The properties to be marketed under the new Sydney Living Museums brand, are Elizabeth Bay House, Elizabeth Farm, Government House, Hyde Park Barracks Museum, Justice and Police Museum, Meroogal, Museum of Sydney, Rose Seidler House, Rouse Hill House & Farm, Susannah Place Museum, The Mint and Caroline Simpson Library & Research Collection, Vaucluse House.