La Perouse Museum

La Perouse Museum carries extraordinary depth: First Nations history, French exploration, colonial encounter, ecological significance, and a proud tradition of Aboriginal-led cultural enterprise. Yet many people — including those living nearby — could not answer the question, “What is this place?” The museum lacked a brand with the clarity, warmth, and cultural resonance to reflect what it truly is, or to support its ambitions as the anchor cultural institution for Randwick City Council.

Your Creative began with community discovery—workshops with the museum team, Randwick City Council, and the First Nations Committee, mapping what the museum stands for and who it speaks for. The resulting identity centres on the portal: an oval motif drawn from the building's architecture, coastal flora, and the deep significance of the circle in Gadigal spirituality. It functions simultaneously as a symbol, a structural device, and a dynamic graphic element. Holding photographs, collection objects, and community imagery within the wordmark itself, the identity is never static. The name, ‘Lapa’, is drawn directly from community vernacular: a shortening already in use.

The rebrand transformed La Perouse Museum from an overlooked relic into an independent cultural institution with a clear voice, unified identity and future-facing platform. By establishing its first cohesive brand, website and social presence, the project enabled a 65% increase in visitation, launched 10 new exhibitions, and supported major cultural milestones, including the inaugural Culture on Country event and confirmation of a First Nations cultural precinct. The brand created the scaffolding for truth-telling, community re-engagement and long-term cultural stewardship, empowering the museum to honour its layered histories, strengthen local programming, and advance repatriation through a contemporary, credible public identity.