Buxton Contemporary

The Potter Museum of Art and Buxton Contemporary are both part of the University of Melbourne. The university tasked us with creating new identities for both galleries, considering their relationship to each other, their surroundings, their respective history and contemporaneity, and the nature of both collections.

With a vision to change how these significant works are viewed in a museum context, the identity had to reflect Buxton Contemporary’s intention to challenge perceptions around the collection. It also had to represent the space's gutsy nature, the gallery’s location at the University’s Southbank campus, and the Victorian College of Arts (VCA) in the youthful, dynamic performance precinct.

Through a word mark and typographic system that constantly reconfigures its structure and position, the identity we created expresses Buxton’s values to inspire, to challenge, to be relevant and make art tangible through a system that is not fixed, but rather, is sensitive to its environment. Bold and somewhat brash, the sense of movement encapsulates a gallery with a non-conformist spirit – one that invites visitors on a journey and makes them part of the conversation.