- Services: Strategy, UX, Design
"The National: New Australian Art" is a six-year project with Sydney’s three premier cultural institutions; The Art Gallery of New South Wales (AGNSW), Carriageworks and the Museum of Contemporary Art Australia (MCA).
Art is subjective and unpredictable, whereas visual design follows a set of guidelines in which the user can seamlessly make sense of and engage with the content. The challenge of merging structure and chaos combined with the privilege of working with one of Australia's most renowned museums was an honour.
Visual design is about making things simple and user friendly. If you can take something complicated and make it simple, the beauty is in the universality of the concept. Taking Art and Design and merging it together, makes the MCA the ultimate client and a creative director’s dream.