Maitland Gaol’s 150-year history contains the good, the bad and the ugly experiences of those who stepped across its threshold. The gaol was continuously operated throughout the mid nineteenth to late twentieth centuries. GML was commissioned by Maitland City Council to develop a Heritage Interpretation Plan and implementation strategy for the gaol as part of new redevelopment works. My role on this project was to develop a visual identity that would flow through digital marketing, interpretation and wayfinding signage, and physical collateral.