Te Whare Taonga o Waikato Museum & Gallery is the cultural and artistic heart of Kirikiriroa, Hamilton. It celebrates the rich and diverse heritage of the Waikato region, with a strong emphasis on its relationship with iwi and the vibrant artistic and scientific innovation of the community. With the Museum undergoing renovations, the opportunity arose to reassess its brand identity. This reflection aimed to refine its purpose, audience, and value proposition, resulting in a clearer, more targeted, and consistent identity that aligns with its role as a cultural destination. The challenge was to craft a brand that inspires, connects with the community, and solidifies the Museum’s reputation nationwide.