Today we launch our new work for the Queensland Art Gallery. The challenge was to reposition its two sites, the Queensland Art Gallery (QAG) and Gallery of Modern Art (GOMA) into a single QAGOMA brand for the first time. The Queensland Art Gallery has been located at South Bank for 30 years and its second site, the Gallery of Modern Art, opened in December 2006. In five short years, GOMA has made a real mark for itself. It has quickly become a cultural pin on the Queensland map through collaborations with some of the world’s great galleries. The success of GOMA has seen great fame alongside the already established Queensland Art Gallery.The Solution Inspired by the idea of Yin and Yang, we created a strikingly simple visual and verbal system that pulls the two brands together whilst simultaneously celebrating their differences. Identifying a unique situation, we treated QAG and GOMA as two siblings with distinct personalities, rather than two separate galleries or buildings. By thinking of QAG and GOMA in this way, we can create a fascinating brand experience that revolves around the conversation and interplay between the two, giving visitors a more rounded experience. Language played a major part in the concept and the execution. No matter which gallery the visitor is in, the other can provide a point of view. Just like siblings; sometimes they contradict, sometimes they complement, other times they complete one another’s sentences. The identity system is designed to accentuate the different perspectives each could provide. It has the potential to surprise by folding around corners, up steps or by splitting in half across surfaces. Ultimately, it’s something that only QAGOMA can do as one institution with two different perspectives. Queensland Art Gallery I Gallery of Modern Art Director Tony Ellwood said, “Interbrand has delivered a brand identity that makes the most of our two-site institution to engage and challenge how we, and our audience, think about art and the personality of our two venues. Having a strong and vibrant brand strategy is vital to ensuring our ongoing success and readiness for future challenges. The new brand will be rolled out gradually over the next six months with restaurants and cafes the first to take on the new identity. You can read more about the launch in Desktop Magazine’s March issue.