GRAPHIC DESIGN
Reimagining Heritage: The Museum of Chinese in Australia by R/GA
19 Aug 2024
The Museum of Chinese in Australia (MOCA), located in Sydney's Chinatown, represents a powerful cultural response to the recent rise in anti-Asian sentiment. Designed by R/GA, the branding and digital experience for MOCA aim to honor the rich history and contributions of Chinese Australians while looking forward to a more inclusive future. The museum's brand identity merges traditional and contemporary elements, creating a dynamic platform where the community can share their stories. The use of a headless CMS allows the museum’s digital presence to grow and evolve, offering a scalable solution that extends its reach beyond the physical space. The "Stories of Home" campaign exemplifies this vision, combining both physical and digital experiences to foster community engagement and support for the museum.
R/GA’s approach to the MOCA project goes beyond simple brand design; it serves as a catalyst for cultural preservation and storytelling. By utilizing a cross-disciplinary team with a deep understanding of Chinese Australian heritage, the project ensures authenticity and inclusivity at every level. The result is a brand experience that is not only visually striking but also emotionally resonant, connecting visitors with the diverse narratives that make up the Chinese Australian experience. As MOCA prepares to open its doors, its innovative design and strategy by R/GA set a new standard for cultural institutions in how they engage with and represent their communities.
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r/ga,rga,branding,design,graphic,news,moca,museum,of,chinese,in,australia,moca
