Client

• Swan Hill Rural City Council

Location

• Swan Hill, Victoria, Australia

Sector

• Professional Services

• Entertainment

Services

• Brand Refresh

• Brand Consolidation

• Logo

• Brand Assets & Style Guide

• Market Research

• Concept Development

• Customer Experience

• Copywriting

• Digital & Print Collateral

• Signage

• Wayfinding

Brief

The Art Gallery of Swan Hill is one of Victoria’s most significant regional cultural institutions, with a proud history dating back to 1966 and a nationally recognised collection of Australian Naïve Art and works on paper. Positioned at the heart of the Murray River region and adjacent to key cultural landmarks, the Gallery plays a vital role in shaping Swan Hill’s creative identity.

With a major redevelopment set for completion in 2025, the Gallery undertook a strategic repositioning to evolve beyond the traditional perception of a regional gallery. The objective was to reframe it as a welcoming, inclusive, and dynamic cultural space — one that reflects local stories while engaging contemporary audiences across generations. The new direction positions the Gallery not simply as a place to view art, but as a living, breathing part of the community where creativity, education, and shared experiences intersect.

Approach

The brand strategy is anchored in a simple but powerful idea: art connects us — past, present, and future. Shaped through community consultation and research, the identity is designed to feel open, human, and deeply connected to place — moving away from institutional formality toward inclusion and participation.

At its core, the branding is guided by the concept of duality. It balances heritage and contemporary expression, regional identity and national relevance, structure and creativity. This tension reflects both the Gallery’s physical setting — river and land, old and new — and its role as a bridge between tradition and progression. Visually, bold forms are paired with softer gestures, expressive colour with restraint, creating an identity that feels confident yet approachable.

Outcome

The result is a refreshed identity that positions the Art Gallery of Swan Hill as more than a gallery. Built on duality, the visual system symbolises connection — past and future, refinement and raw expression — allowing the brand to flex across exhibitions, education, and community programming.

This balance enables the Gallery to feel both grounded and dynamic, civic and creative. Together, the strategy and identity establish a cultural anchor that embraces contrast, invites participation, and reflects the layered stories of Swan Hill.