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The National Gallery of Victoria (NGV) is the oldest and most visited gallery in Australia and within the top 25 most visited museums in the world. 3 Deep were commissioned to undertake a significant review of the NGV brand strategy and supporting brand identity platform including the recalibration of all subsequent marketing and communication outcomes.

Playing a distinctive role within the cultural, social and economic landscape, it was vital that the brand strategy and supporting brand identity reflect the energy and vitality of the organisation while establishing a new and guiding vision for the future. In bringing the strategy to life, 3 Deep created a flexible and animated visual identity system in order to help identify and canonise the many campaigns, events, initiatives and services provided by the Gallery and its supporting sub brands including the NGV Design Store, NGV Crossbar Cafe, NGV Tea Room, NGV Garden Restaurant and NGV Gallery Kitchen.

As a cultural leader, we helped frame the NGV as a provocateur and instigator of new ideas.

After capturing the organisation's creative spirit, purpose, values and promise, a salient and potent brand strategy was created that would reflect the ambitions and vision of the NGV and facilitate unique branded experiences for visitors, patrons, partners and supporters.

The NGV breaks down the barriers between the creator, their art and the viewer, providing the public with enriching experiences. For the curious and courageous, NGV offers an invitation to be inspired by the ideas that have shaped us. Explore the world through art, and find it extraordinary.

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