The challenge was to reposition its two sites, the Queensland Art Gallery (QAG) and Gallery of Modern Art (GOMA) into a single QAGOMA brand for the first time. The Queensland Art Gallery has been located at South Bank for 30 years and its second site, the Gallery of Modern Art, opened in December 2006. The success of GOMA has seen great fame alongside the already established Queensland Art Gallery. Inspired by the idea of Yin and Yang, we created a strikingly simple visual and verbal system that pulls the two brands together whilst simultaneously celebrating their differences. Identifying a unique situation, we treated QAG and GOMA as two siblings with distinct personalities, rather than two separate galleries or buildings. By thinking of QAG and GOMA in this way, we created a brand experience that revolves around the conversation and interplay between the two, giving visitors a more rounded experience. Language played a major part in the concept and the execution. No matter which gallery the visitor is in, the other can provide a point of view. The identity system is designed to accentuate the different perspectives each could provide. It has the potential to surprise by folding around corners, up steps or by splitting in half across surfaces. Ultimately, it’s something that only QAGOMA can do as one institution with two different perspectives. Created at Interbrand with Mike Rigby, Chris Maclean, Jake Smallman, Eric Ng, Diana Chirillas, Andy Wright, Jef Van Acoleyen, Charl Laubscher, Drew Coughlan and Mike Tosetto. ©Interbrand Read Less