Why rebrand?
When should you rebrand?? 
How do you remain true to your heritage while courageously moving forward??? 
What were you thinking????

Perth Institute of Contemporary Arts (PICA) Director/CEO and cultural sector leader, Hannah Mathews joins one of Perth’s most awarded communications and branding experts, Mark Braddock from Block, to discuss PICA’s recent internationally recognised rebranding. They will share insight into the process of creating a brand identity designed to provoke, grab attention and differentiate … and then redoing it because just wasn’t right.

This conversation will be of value to business owners, cultural professionals, designers, students, and anyone with an interest in the business of design, culture and creativity.

This event is part of the Fremantle Design Week Conversations Series. Tickets are available for individual sessions, a whole day or the whole weekend.

Students and concession card holders can use code FDWCONCESSION for 10% off tickets.

Conversations Series presented by:

Hannah Mathews is the Director/CEO of the Perth Institute of Contemporary Arts (PICA). Over the last twenty years, she has held key curatorial positions at Monash University Museum of Art, Australian Centre for Contemporary Art, Next Wave, The South Project and the Biennale of Sydney. Hannah graduated with a Master of Art Curatorship from the University of Melbourne in 2002 and has completed curatorial residencies in New York, Berlin, Tokyo and Venice. She has taught in curatorial programs at Melbourne University, Monash University and RMIT University, Melbourne and has held various board positions, including National Association for the Visual Arts, City of Melbourne Arts & Culture and International Art Space, Perth. Her publication, To Note: Notation Across Disciplines won the inaugural Cornish Family Book Prize for Art and Design Publishing in 2018.

A naturally gifted creative entrepreneur, Mark Braddock is the co-founder and creative strategy director of Block. Mark and his partner Tanya grew Block from a poolroom startup into one of Australia’s leading brand-first agencies. His journey began with a Cannes Young Lions win that led to senior roles at Ogilvy New York and The Martin Agency, working on major brands like IBM, American Express, and Jaguar. Despite the big awards and major accounts, Mark always dreamed of building something with Tanya that meant more than just success. A place where creativity can unleash real positive change for clients, consumers, and the world. It didn’t exist when they returned to Perth, so they built it.

Housed in an iconic heritage building in the heart of Perth, PICA is the place to experience the very best of local, Australian and international contemporary art in Western Australia.

Over its 30-year history, PICA has operated as both a producing and presenting organisation, delivering an annual program of changing exhibitions, seasons in contemporary dance, experimental theatre, new music and live art as well as a range of artist-in-residence programs.

PICA works with artists who are trail-blazers, exemplars, innovators and change-makers and acts as a site for challenging and timely conversations.

Its programs are carefully crafted, ensuring connections are forged not only between artists and audiences but across art forms, cultures and geographies. For artists, audiences and other communities it serves, PICA is a meeting place, a provocateur, a resource and most importantly a partner in the realisation of big and new ideas.

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