Menzies

Menzies, Australia’s premiere fine art auction house, holds four annual specialist auctions and has sold over 65 pieces individually valued at over $1 million.

Strategy

Menzies, Australia’s premier fine art auction house, has an inspiring legacy deeply rooted in the country’s rich cultural tapestry. With a commitment to showcasing and preserving Australia’s artistic heritage, Menzies has achieved remarkable milestones in the art world, including the record-breaking sale of Brett Whiteley’s “Henri’s Armchair.” for $6.1 million. Despite their success, their existing brand identity did not adequately reflect the premium level of art and services they provide.

Recognising this gap, Menzies approached Sentius to redefine their brand identity, aiming to elevate their market positioning and encapsulate the prestige of their offerings. Our strategic approach began with an in-depth workshop, followed by an exploration of Menzies’ world – a world where art meets history and every auction is a celebration of cultural richness and artistic excellence. Inspired by their unwavering dedication to fine art, we crafted a brand narrative that exudes sophistication and authority.

Brand Identity

The transformation journey encompassed a comprehensive rebranding strategy, including a refined visual identity where the brand’s heritage was given a matching identity. The new brand design is a harmonious blend of timeless elegance and contemporary aesthetics, symbolizing the high calibre of the artworks and the exceptional expertise Menzies brings to the art world.

As a result of the rebrand, Menzies has enhanced their visual appeal and reinforced their market position as a leading authority in fine art auctions. The revitalised brand has resonated with their clientele, driving higher engagement and attracting a broader audience of clients and partners. This strategic evolution has solidified their reputation, ensuring that their brand identity now mirrors the premium quality and prestige of the art they represent.