Identi – Ties
define
audience
expand
reach
simplify
research
The research
An interdisciplinary collaboration involving cultural historians, materials scientists, and digital humanities specialists. Powerhouse investigated the materials, techniques, used histories, and cross-cultural influences of selected objects, examining how they reflect technological capabilities, social identities, and environmental conditions over time.
The project aimed to culminate in a public lecture, an academic conference, and a scholarly publication.
Our task
Create a campaign strategy to publicise and activate research digitally.
our strategy
Audience research, including Western Sydney Census data, SurveyMonkey responses, and interviews, identified a significant opportunity to engage underrepresented Asian migrant communities. With growing Filipino, South Korean, Vietnamese and Chinese populations in the region, the strategy addresses a disconnect between the museum’s object-based narratives (centred on culture, identity, and social history) and how these stories are currently communicated to these audiences.
Brand powerhouse as an embedded community organisation
≫ Layered interaction – three tiers over a three month period.
≫ Adaptable across multiple platforms for maximum reach.
≫ Leveraged a key collaboration with Westfield Sydney, capitalising on the brand’s strong position as a youth and community hub, alongside its deep historical ties to Western Sydney.