Case Study: Australian War Memorial achieves a modernised, more inclusive brand identity with Inklab

Australian War Memorial modernises its identity for a $550 million expansion with Inklab

The Australian War Memorial faced the challenge of modernizing its identity to appeal to younger, more diverse audiences while upholding its core values of honour and commemoration. Perceptions were often limited to sombre themes, and the institution needed to reframe itself as a forward-facing, relevant museum and research centre ahead of a major expansion. Inklab was engaged to address this brand and positioning challenge.

Inklab delivered a complete overhaul of the visual identity and messaging strategy. The solution included a new style guide, colour palette, and typography to ensure cohesive branding across all platforms. By emphasising storytelling, education, and technology, Inklab helped the memorial maintain its dignity while successfully appealing to a new demographic.

Australian War Memorial