3 Deep is a luxury branding and communications agency

Extraordinary brands for extraordinary people




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. Following a significant review of the NGV brand and communication strategies, audience segments and competitive environment, 3 Deep repositioned the brand and established an integrated program of communications across all branded, campaign, environmental and consumer touch points.

Brands reside in the consumer’s experience – a result of him or her encountering, observing, buying, using and interacting with an organisation’s products, services, environments and staff. Every one of these experiences is a ‘moment of truth’ for the brand-consumer relationship with the experience either being positive or negative, forgettable or engaging, differentiating or indistinguishable. Playing a distinctive role within the cultural, social and economic landscape of the state, it was vital that the brand strategy and supporting brand identity for the Gallery reflect the energy and vitality of the organisation while establishing a new and guiding vision for the future.

With many museums and galleries challenged by the need to remain relevant to a society influenced by accessible pop culture and on demand entertainment, each also competes with other cultural activities such as sport, live performance and cinema, as well as an increase in the public’s preference to spend leisure time on dining and recreational activities. To be seen as a leader within the sector, it was vital that the brand not only market it strengths but physically demonstrate the behaviours and actions required to canonise its position and validate its claim.

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

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 Kitchen.

Any community has its own custodians, influencers, social order and language. The art, design, fashion and architecture circles are particularly acute in this regard. In order for the brand to maintain a highly differentiated position, the organisation needed to embrace a culture of design excellence in order to deliver iconic experiences, campaigns and communications that clearly communicated who they were, what they believed in and what made the brand unique.

As the value of any brand is underpinned by the quality of its image, it was vital that the production values associated with all outcomes were commensurate with the position the brand sought to occupy. Superior quality and creativity were amplified through the structure, tactility, finish, language and delivery of all branded experiences and communications

To be successful, the NGV brand platform needed to support a unique theatre of experience consistently delivered across the bricks and mortar network, owned digital and social channels and member initiatives. Understanding that journey was vital in acknowledging the key moments of influence that the brand had with each audience strata while allowing the organisation to identify the key initiatives and communications required to influence behaviour, build brand loyalty and encourage audience retention.

In a culture of ‘I share therefore I am’, people are moving from consumers to subsumers, buying into products and services through unique experiences and moments. They search for deeper engagement and membership to brands that express their own aspirations for co-creation and personal expression. As the #1 tagged location in Victoria and the #15 tagged location in Australia, it remains vital that the brand be a fully and seamlessly integrated extension (in both design and experience) of the organisation, and bring with it the capabilities required for bespoke experience creation and supporting public relations and media programs.

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