By building the brand of a pioneering exhibition, showcasing modest fashion and taking Australian Muslim women's achievements international
Before modest fashion became an internationally-recognised trend, there was Faith Fashion Fusion – an exhibition put on by the Powerhouse Museum, with the vision to share the sartorial stories and achievements of Australian Muslim women.
The first of its kind in Australia, we worked with the Powerhouse Museum to design the exhibition launch and brand experience.
The intention was to create a striking, memorable series of graphic elements that would challenge stereotypical imagery of Muslim women using a mix of traditional Arabic elements and inner-Sydney street style art.
Branding · Advertisements & Marketing · Publications · Exhibition Graphics
For the launch, we developed an interactive children’s activity featuring a series of interchangeable outfits based on the fashion labels seen in the exhibition.
We created a strong visual system across all areas of the exhibition space such as title walls, posters and labelling, along with the website, promotional media, and book design.
Due to the popularity of the exhibition, it toured other parts of Australia which required us to create a templated system for press ads that the local media outlets could use.
With continued success, this exhibition has featured in museums and public spaces all around Australia for five years, and will soon be debuting internationally for the first time in Indonesia and Malaysia.
Press Coverage · Ongoing Success
“On behalf of the Faith, fashion, fusion team at the Powerhouse Museum I would like to thank, and congratulate you on the work you and your team did on the visual identity for the exhibition, publication and web and also the lovely children’s mix and match fashion activity. Your invaluable skills have gone into making a vibrant and engaging project that is now attracting great feedback from the media, the Muslim community and the public.
We were so delighted to have you on the team and also to be able to seek your advice on various issues. Thank for being such a patient, flexible and creative part of the team that put the exhibition together. In particular thank you for managing the many complex requests with skill and generosity.”
Glynis Jones, Curator Fashion & Dress, Powerhouse Museum
"Faith, Fashion, Fusion came to us at a time when the community spirit and morale of Katanning was quite low due to a number of negative events affecting our town. The arrival of such an uplifting high-quality exhibition ... helped to boost the profile and awareness of both the venue and Shire of Katanning as a whole and really reaffirmed the pride our community has in its multiculturalism and social cohesion.
I feel it is very important that we show all young women (not just Muslim women) that they can still be modern, sophisticated and successful without feeling like they have to adhere to societal pressures or feeling like they are betraying their culture and beliefs. Katanning has a lot of incredible young women; to be able to bring an exhibition that has the potential to inspire, encourage and empower them was definitely an opportunity not to be missed!"
Curator, Katanning Art Gallery
"(Faith Fashion Fusion) will definitely lead to ongoing engagement with our local Muslim community who said they want to be involved in more Museum programs, whether Muslim related or not. We plan to add to our ongoing migration stories for a start. The new friendships, the improved empathy and understanding of our Muslim community all contributed to a genuine life changing event for myself, our staff and our community."
Luke Grealy Director of the Museum of the Riverina, Wagga Wagga