The Melbourne Holocaust Museum has launched its updated brand identity in collaboration with CHEP Network. Formerly known as the Jewish Holocaust Centre, the museum underwent a renaming and redevelopment in April, and is now accessible to the public, aiming to inspire visitors’ sense of humanity, kindness, and bravery through survivor narratives.
The reimagined brand identity, inspired by the museum’s vision, features fragments, symbolising the post-Holocaust fragmentation of Jewish life and the survivors’ dedication to rebuilding in Australia.
The absence of elements represents the six million Jewish lives lost, while the remaining fragments signify survivors uniting to reconstruct their families and communities, bringing traces of their culture, memories, and knowledge to the museum – a testament to the enduring power of kindness and hope.
Central to the brandmark is the Star of David, a poignant symbol of Jewish identity throughout history.
Jonny Berger, managing director of CHEP Network, added a personal note, expressing, “Everyone at CHEP couldn’t be prouder of this work. It has personal significance for me, and I’d like to dedicate this project to the memory of my Grandparents and the millions of others murdered during the Holocaust.
“We thank the Melbourne Holocaust Museum for inviting us to apply creativity to help this important Australian institution. Their mission has never been more necessary.”
Christian Hewitt, national head of design at CHEP Network, emphasised their honour in supporting the museum’s team, and aspirations for their work. Said Hewitt, “We hope that this work can contribute to the Melbourne Holocaust Museum’s critical mission of educating and empowering its visitors.”
Melbourne Holocaust Museum chief executive officer, Jayne Josem, expressed gratitude, stating, “Holocaust survivors founded our museum almost forty years ago, and we are honoured to continue to carry their legacy.”
She highlighted CHEP’s design as aiding the museum’s responsibility to pass on Holocaust lessons to the next generation, embedded with hope and strength for a brighter future.
The newly unveiled brand will progressively roll out across all Melbourne Holocaust Museum channels and communication platforms in the coming months.
See also: The sun stars in its own horror movie in QLD Health’s latest sun safety campaign via CHEP