McClelland

McClelland is a unique 50-year-old open air public art gallery in natural bushland on Bunurong Country (Victoria’s Mornington Peninsula), and is the only gallery dedicated to sculpture and spatial practice in Australia.

Inkahoots’ new identity introduces a generative visual system that responds to local environmental data feeds.

The new logo mark is an abstract ‘M’ built from two shapes symbolising the two settings for McClelland’s programs: outdoors & inside.

The monogram symbol frames generative code-based animations that change behaviour with changes in the local environment, such us temperature, rainfall, traffic frequency and visitor numbers.

The identity affirms McClelland as a living museum. It emphasises connection to place — to nature and community. It prioritises experience and content, and privileges active engagement over passive visitation. Art with Nature. Outside and Inside. Legacy and Change.