Our challenge was to create a new design to match the Royal Australian Mint’s vision. We evolved the brand beyond print to a digital context to deliver an inviting and inclusive experience. The new design created clear pathways for different audiences in tourism, education and business, while giving prominence to the core activities of the Mint.
The Royal Australian Mint is a cultural institution, a business and a tourist destination rolled into one. To match its vision for world-class excellence, the Mint needed a more contemporary and improved online experience.
Relevant experiences for diverse audiences
Three main audiences visit the Mint’s website: tourists, education (students and teachers), and coin collectors. We uncovered the needs of each of audience through workshops and interviews with stakeholders across the Mint’s business units. We then created designated sections for each audience—immediately connecting primary school teachers and coin collectors alike with relevant information.
We worked closely with stakeholders from the Mint’s business units to create a captivating design.
An online presence that delivers on strategic objectives
Alongside functions as both a government and a commercial entity, the Mint is a unique tourism and education destination. A reimagined digital experience was key to meeting strategic objectives in each area. A modern, engaging design reflects the Mint’s character as a leading and innovative cultural institution.
Education through bite-sized learning
The Mint plays an important role in the community through its education programs. This education focus is now carried through to the website through bite-sized learning. Presented as highly visual slides, people can step through information and learn at their own speed.
Evolving to a digital brand
We created a design to present the Mint as a world-class cultural institution, while reflecting authentic and trustworthy values. In recognition of the Mint’s cultural significance and role in physical coin production, we incorporated colours from the coin production process. The design represented a modern realisation of the Mint’s existing brand, adapted for a digital context.
A digital reflection of the Mint’s values
Through a new, engaging online presence, the Mint has the digital framework in place to continue to evolve, while meeting the needs of each of its defined audiences. The Mint’s revamped website positions the Mint as an innovative and intriguing place to visit—online or in person.