Over the past couple of years, the world has witnessed a rise in negative behaviour towards the Asian community. And, amid the malign rhetoric around the origins of the coronavirus, Sydney’s Chinatown was left reeling.
It’s about time that fact became a relic of the past.

Galvanised by these changes, we reached out to MOCA (the Museum of Chinese in Australia). A new museum based in Sydney’s Chinatown, due to open in 2023, we were asked to help accelerate their next chapter.

A home for Chinese Australian stories, we developed a brand identity built around the idea of home. The roof radical 宀, a Kangxi character used in the Chinese word for ‘home’, symbolises the protection a roof provides. It’s the basis of our logo and identity system, acting as a dynamic frame constantly adapting to house content.

A blurring of the physical and digital, – a website built with digital solution scaling, an interactive pop-up exhibition that crowdsourced stories of home. The new, dynamic brand has already helped MOCA gain the traction and awareness needed to strengthen the Chinese Australian community and fund the museum's opening, receiving a government grant of $2.8m. And this is just the beginning.