The Melbourne Holocaust Museum, previously known as the Jewish Holocaust Centre, has launched its new brand identity, designed in partner with CHEP Network.

The museum's rebranding comes after its renaming and redevelopment in April and has been designed as a poignant reflection of the museum's vision of igniting a visitor's sense of kindness, humanity and bravery through the voice of survivors. It is composed of fragments, symbolising both the shattered Jewish life post-Holocaust and the survivors' relentless efforts to rebuild their fragmented lives in Australia. The missing elements symbolise the 6 million Jewish lives lost in the Holocaust, while the fragments represent the survivors.

At the heart of the brandmark lies the Star of David, a powerful symbol of Jewish identity and resilience throughout history.

"Holocaust survivors founded our museum almost 40 years ago, and we are honoured to continue to carry their legacy," said Chief Executive Officer of the Melbourne Holocaust Museum, Jayne Josem. “CHEP’s design aids our responsibility to pass on the lessons of the Holocaust to the next generation, embedded with hope and strength to build a brighter future.”

CHEP Network, the agency behind the new brand identity, expressed its pride in being part of this significant project. Christian Hewitt, National Head of Design at CHEP Network, and Jonny Berger, Managing Director, both conveyed their honour and pride in contributing to the museum's mission.

"Everyone at CHEP couldn't be prouder of this work. It has personal significance for me, and I'd like to dedicate this project to the memory of my Grandparents and the millions of others murdered during the Holocaust," said Berger. "We thank the Melbourne Holocaust Museum for inviting us to apply creativity to help this important Australian institution. Their mission has never been more necessary."

The new brand will be progressively rolled out across all of the Melbourne Holocaust Museum’s channels and communication platforms in the coming months. This includes the museum's website, which was developed by Deloitte Digital.