The Royal BC Museum in Victoria, BC is the most important historical resource in the province. It has fascinated generations of BC school children and international tourists. In order to stay relevant for future generations, the museum needed to refresh its brand.


In a multi-disciplinary team, we created an engaging new brand identity and brand platform for the museum, along with exhibit branding for a major dinosaur exhibit: Dragon bones, and an advertising template that would be easily identifiable from one exhibit to another.


The Dragon Bones exhibit brought in 360,000 visitors to the museum.


Writer: Gord Smith
Designer: Matthew Warburton
Strategy: Strategex Consulting Group