Brand Voice

We want our voice to cut through the noise, so we’re…

EXPERT

We’re trusted, qualified and incredibly experienced – so let's use that as the platform to reaffirm that we can help people really get to the bottom of things. But we can only do that if we have the courage to stand up and say ‘yes, we’re experts, and you can trust us’.

We want our voice to excite and inspire, so we use…

WONDER

We start each day knowing that within our walls reside some of the most remarkable examples of nature and culture in the entire world.

So it should feel like it! We should be articulating why what the reader is/will be experiencing is rare and special. Inspire a sense of child-like awe, no matter how old they are. Remind them what it felt like to be inquisitive and thrilled by new ideas. Capture their imaginations and get their blood pumping!

We want our voice to propel us forward, so we’re…

PROGRESSIVE

We’re not just about cataloguing and storing, studying and recording. The work we do has a real, tangible impact on our understanding of our collective past, present and future – and we need to share this fact far and wide.

We want our voice to embrace all that we are, so we’re…

SPECIFIC

With so many exciting things happening at the Australian Museum, there’s no need to be vague or general when communicating. We need to assess the audience, figure out what we have to offer that can best excite, provoke or engage them… and then deploy it! With such incredible resources at our disposal, we do ourselves a disservice when we’re vague instead of talking about opalised pliosaurs and war canoes.

Let's take a look at the introduction for the AMRI Science Strategy.

• When writing an introduction to a Science Strategy document, we might think, “It’s an introduction, the main sections of the documents will provide specific detail." So we don’t need to worry about the SPECIFIC trait.
• But it is a document about how we’re pushing science forward – so PROGRESSIVE is a natural trait to emphasise.
• EXPERT is very important too, because we want to make clear why we’re the right people to contribute to scientific progress (with leading, qualified experts).
• Because of the serious nature of the document, we’ll drop WONDER back, too.