\ Challenge

WA’s vast outback is home to 220 regional museums and cultural centres; collections of intriguing cultural and historical artefacts. In 2022, for the first time ever, the WA Museum planned to bring together the thousands of rare and remarkable items from across the State in a new online portal. This website would not only showcase the collections but allow travelers to build an itinerary of cultural stops on their next trip out yonder. Block were involved in the project from day one – charged with naming the portal and crafting a digitally-led identity that would encourage exploration across Australia’s largest state.

\ Outcome

WAnderland is the down under answer to Alice in Wonderland. A playground for people who have never been able to leave a locked room alone, a page unturned, or an over grown trail ignored. Instead of a Mad Hatter Tea Party, you’ll find things far curiouser, like a cast of Buzz Aldrin’s hands (Carnarvon), uranium dining sets (Tambellup), and an emu feather lamp (Dumbleyung). Wherever possible, we let the collections do the talking. One key brand element – a pattern made from the surprising knick-knacks and artefacts of our state – can also be treated like a treasure map to an epic road trip.

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