The Auckland Museum holds the world’s largest collection of Maori art along with art by other indigenous peoples of the Pacific region and is a natural history as well as a war memorial museum. As part of the development of a campaign identity and communications platform, this brand book showcases the campaign mark “AM” (an acronym for Auckland Museum) with the claim “I AM” as a place of identification. Formally reduced to essential elements, this publication fully articulates the new image campaign of the museum.