MOCA (The Museum of Chinese in Australia) is a new museum based in Sydney’s Chinatown dedicated to telling Chinese Australian stories. Due to open in 2024, R/GA reached out to MOCA to help accelerate their next chapter.
Client
Museum of Chinese
in Australia
in Australia
Type
Brand Strategy
Visual Design
Verbal Design
Design System
Visual Design
Verbal Design
Design System
Services
Marketing
Art & Culture
Art & Culture
Year
2024
Over the past couple of years, the world has witnessed a horrific rise in anti-Asian sentiment, leaving Sydney’s Chinatown and the Chinese Australian community disengaged and the museum space collecting dust.
To relaunch MOCA and reignite the greater community, we designed the new brand with the simple ambition of promoting the ingenuity, contribution and resilience of Chinese Australians past, present and future.
‘Stories from Home’ was the inaugural brand campaign, bringing together prominent Chinese Australian role models to share their perspectives, prompt engagement and drive donations toward opening the museum doors.
To relaunch MOCA and reignite the greater community, we designed the new brand with the simple ambition of promoting the ingenuity, contribution and resilience of Chinese Australians past, present and future.
‘Stories from Home’ was the inaugural brand campaign, bringing together prominent Chinese Australian role models to share their perspectives, prompt engagement and drive donations toward opening the museum doors.
