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Transforming Te Papa’s learning space

Te Papa has transformed its learning programmes and space, creating Hīnātore, a disruptive new learning lab stacked with cutting-edge tech gizmos that consign clunky projector slideshows and VHS videos to the museum’s basement archives. And it needed eye-catching, dynamic branding to communicate the evolving and experimental nature of the programme. That’s where Insight Creative came into the story.

Hīnātore signalled a complete rethink of Te Papa’s learning offer. It’s a flexible learning space that provides learner-centric, collaborative and highly innovative experiences, in an experimental space where learners create, fail, question and learn together, pairing cutting-edge learning technologies with Te Papa’s extensive collections and taonga. It’s a space for learners to connect and be inspired and for Te Papa to experiment with new ways of learning and engaging.

Insight Creative ‘s brief was to create a visual identity for the Learning Lab that supports an exciting, inspiring and fun space to learn and explore. An identity that spoke equally well to teachers, parents, students and learners of all ages, while reinforcing Te Papa’s overall vision and positioning.

The ideas of transformation and illumination also underpin the selection of colours, fonts, graphics and other visual identity elements. Photography was chosen to directly represent the offering and to capture the wonder of the Learning Lab experience.

Applying the visual identity, a series of launch applications was created including invitations, brochure-ware and a Google cardboard VR box. To support specific learning initiatives, such as the schools programme, Insight Creative produced ads, posters, t-shirts, presentation templates and animated graphics. And the transforming logo now features prominently on screens at the Learning Lab, throughout the museum and on videos.

When the Hīnātore team presented the design concept to their Board and Executive team, they received a round of applause. Feedback from all audiences has been extremely positive, with the animated logo being singled out for specific mention. Since opening, Hīnātore has attracted a large following, both local and international, allowing it to extend its programmes and learning offerings.

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