Overview:
Canberra Art Gallery is a newly established cultural institution under a larger art collective, created to bring contemporary and classical art to a broader audience. With no prior identity or positioning, the gallery engaged Fulcrum to design its brand, define its market presence, and establish the systems needed for long term growth. Before launch, the gallery expected to draw fewer than 100 attendees to its debut exhibition. After our intervention, attendance surged to more than 400. A 300% increase over expectations. Ticket sales hit full capacity, coverage spread across Canberra, and the gallery entered the market not as an emerging player, but as a cultural hub with momentum from day one.
System Diagnostics:
Canberra Art Gallery entered the market as a newly established cultural institution under a larger collective. While it had access to strong collections and curatorial expertise, it lacked the brand identity, positioning, and promotional systems required to attract audiences at scale. With no defined identity, fragmented customer touchpoints, and limited marketing infrastructure, the gallery risked opening without impact or visibility. Audience engagement strategies were untested, and the team faced uncertainty around how to communicate value, generate awareness, and create a cohesive visitor journey. By engaging Fulcrum, the gallery aimed to build the foundations for growth. A brand framework, structured positioning, and systems that would ensure every exhibition had the reach and resonance needed to succeed.
Pressure Points:
Brand Identity
The gallery had no existing visual or strategic identity, leaving it without a clear voice in the market.
Audience Engagement
With limited marketing systems and no proven channels, there was uncertainty around how to attract and retain visitors.
Customer Journey
Touch points across digital platforms and physical events were fragmented, making it difficult to deliver a cohesive experience.
Market Positioning
As part of a larger collective, the gallery needed a distinct identity while maintaining alignment with its parent group.
The Framework:
Branding & Positioning
Customer Experience
Marketing & Events
Content & Storytelling
Integration & Alignment
Expansion Roadmap
System optimisation:
We developed a full brand framework, including tone of voice, positioning, and visual identity, giving the gallery a recognisable presence that stood out while remaining aligned with its parent collective.
Marketing systems were established to generate awareness and drive attendance. Campaigns were crafted to highlight exhibitions, with digital storytelling and video content designed to capture attention and build engagement.
Customer touch points were structured across platforms, from digital discovery through to event attendance, ensuring a seamless visitor journey. Event planning and creative execution were supported with collateral, messaging, and digital integration.
The gallery also received a forward looking roadmap, providing direction for website development, future exhibitions, and long-term market expansion.
performance gains:
Audience Growth
Targeted marketing lifted expected attendance from > 100 people to over 400, a 300%+ increase in turnout.
Market Visibility
Widespread coverage and community engagement positioned the gallery as a cultural hub in Canberra.
Customer Experience
A cohesive journey was created across digital and physical touch points, improving engagement and retention.
Strategic Foundation
The gallery launched with a distinctive brand identity, a structured roadmap, and the tools to scale.
