The Historic Houses Trust of NSW (HHT) has called in design agency Frost for a rebrand, and a new name, as it looks to update its image.
All twelve properties managed by the Trust will be known as Sydney Living Museums, a nod to their connection to the current story of the city.
The new brand is also a bid to separate the Trust from the National Trust in public consciousness, and clarify its purpose.
Strategy Director Cat Burgess said the new brand aims to encourage people to participate, instead of the traditional passive approach to museums.
“The word ‘Living’ in the name refers not only to the curatorial focus of the Museums but also the types of experiences people can expect,” she said.
“We realised there was a gap in the market for the organisation to become the curators of Sydney living and to engage with today’s fascination around lifestyle.”
A new brand identity has also been unveiled, around the idea of unlocking stories, using the key as a symbol for entry to the houses.