Ashley Simonetto Studio

Breathing Space,
The National Museum of Australia

The National Museum of Australia commissioned musician and composer Genevieve Lacey to create new ways for audiences to engage with its iconic Garden of Australian Dreams. The result is Breathing Space – a rewilding in sound. The permanent sound installation is a groundbreaking way to a more welcoming atmosphere for visitors, enabling them to create their own real and imagined connections to place.


Brand Identity
Art Direction


Genevieve Lacey, Composer & Creator
Alex Wright, Writer
Ruth Little, Associate Artist
Jim Atkins, Sound Design
Martel Ollerenshaw, Executive Producer
Linda Kent, Visual Artist
Paul Lim, Technical Production Manager
Project Photography, PJ Lilly

The sound compositions conjure mysterious living worlds, and change subtly, hour by hour, throughout the day, and across seasons. The branded identity integrates both art and word. The two elements are treated with a layered approach, and highlights the pattern and textures through deep crops. There is a balance of quietness, yet strength, due to the use of negative space and structured text blocking.

"Ashley is a delight. She’s a beautiful artist, an impeccable professional, and a warm, generous collaborator. She turns ideas into elegant, perfectly-pitched design, and does so with charm, punctuality and great care for both people and budgets." — Genevieve Lacey, Creator