Highlighting the positive intent behind Australian War Memorial’s expansion project. Through compelling storytelling, we equipped the Australian War Memorial to emphasise the importance of making room for the stories of all Australians who serve.
The Australian War Memorial announced a 10-year renovation plan. Following the news, they were seeking a way to refocus the nation's understanding of its purpose and the need for expansion.
To show the relevance of the project to the public we needed to convey its importance. The expansion was not just about new buildings, but to make space to highlight the experiences of current servicemen and women.
We took inspiration from the iconic architecture and combined this imagery with current portraits of service people to reiterate the relevance of the project. We coupled this with storytelling to turn the focus on the value of telling ‘Our continuing story’.
We successfully created a body of work that was modern, optimistic, highlighted people's stories with an intergenerational appeal. The messaging and design shifted the focus away from buildings and construction to people and their lived experiences.