Back to all case studies
Case study - Melbourne Holocaust Museum
Nulla facilisis at vero eros et accumsan et iusto odi
Quick facts
SERVICE
Website content strategy + copywriting
OUR ROLE
- Copywriting
PARTNERSHIP
2022
Client
The Melbourne Holocaust Museum (MHM) is Australia’s leading institution dedicated to Holocaust education, remembrance and research. Its mission is to preserve the voices of survivors and inspire future generations to stand against antisemitism, racism and prejudice.
Challenge
As part of a major website overhaul, MHM needed copy that reflected the gravity of its mission while also inspiring and engaging diverse audiences.
The challenge was twofold:
- Strike the right tone of voice – genuine and grounded, yet aspirational and hopeful.
- Structure content within a large sitemap in a way that’s inclusive, accessible and easy to navigate.
With multiple stakeholders to consult, a significant volume of content to rewrite and a tight timeframe to meet, the MHM team engaged RM as its trusted copywriting partner.
Solution
Emotive. Sensitive. Powerful. These were the pillars of tone we worked hard to achieve when writing the copy for the all-new Melbourne Holocaust Museum website.
Working closely with the MHM team and its web design partner, we:
- Shaped the voice: We immersed ourselves in MHM’s mission and values to ensure every word was genuine, respectful and inspiring.
- Rewrote and restructured copy: We created clear, inclusive and accessible content for a large number of webpages, making it easy for different audiences to find what they need.
- Collaborated with the client’s appointed design agency: We worked directly with design layouts and mockups to ensure copy flowed seamlessly with the visual direction.
- Managed complexity: We coordinated input from many stakeholders while delivering within a tight timeframe.
Results
Launched alongside the renovated museum, the new website shows up as an extension of MHM’s mission to spread a message of hope and togetherness. It now:
- Communicates with an emotive, sensitive and powerful tone
- Reflects the heart of the organisation and its mission to educate and inspire action
- Provides inclusive, accessible and well-structured content across all webpages
- Creates a seamless user experience thanks to strong collaboration between copy, design and MHM stakeholders
- Supports a growing number of tours, educational experiences and collections
This project left a lasting impression on our team – a reminder of the power of words to honour the past while inspiring the future.
