The Newcastle Museum tells the story of Newcastle and the Hunter; it is a place for people, for social and cultural interaction, with accessible collections and exhibits and innovative educational programs.

Headjam was engaged to develop a brand identity and promotional campaign for the relaunch of the Newcastle Museum. Our approach was to create a visual identity system that boldly breaks the perception of a traditional museum space.

An award-winning (Melbourne Design Awards 2011) photographic advertising campaign was created to capture the imagination of the Novocastrian public and visitors alike. The campaign represents the present meeting the past, the new generation connecting with history. The idea also explores the unique experience each individual has when visiting the museum—we each choose to see what we want to see. The creative concept was to invoke a sense of exploration, imagination and story. This is a constant theme through our ongoing work with Newcastle Museum. Headjam wants to capture the truth that a museum is a place where stories and memories come to life!