28/09/2026
New Work: Queensland Museum Kurilpa Design System
Queensland Museum approached us to establish an intuitive, scalable design system that simplifies production across internal teams while creating space for meaningful creative expression. What emerged, however, went far beyond a standard set of brand guidelines. The refreshed identity reflects the scale and importance of this cultural institution, alongside the warmth, passion, and unique Queensland-ness of the researchers, curators, and creators behind it.
Built on a modular grid, the system mirrors the museums own process of discovery: gathering small fragments and piecing them together to tell a larger story. Whether inspired by a researcher arranging specimens in a tray or a child building at SparkLab, layouts are constructed from content blocks that champion curiosity and play.
Additionally, we simplified the brand architecture, shifting away from fragmented sub-brands to unite the institution under a single, strong Queensland Museum masterbrand. The result is a streamlined, efficient system that elevates Queensland Museum as a premier cultural institution.
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