Our task was simple - reconnect the MCEC brand with Melbourne and Australia. Over time the event hub had become known as purely big, vast, empty spaces devoid of personality. We needed to remind our audience that while big, MCEC creates everything with the individual in mind.
Our challenge: Make big feel small
We started with a simple insight.
everyone knows Melbourne goes to the MCEC to be inspired. But did you know every part of MCEC itself is inspired by its visitors and the city of Melbourne. From the food, to the events, to the design of the building.
To communicate this we created a fresh tone of voice and visual language that speaks to the individual experience.
We started with a vibrant new colour palette and a unique photography style inspired by pop culture. We commissioned Isamu Sawa, one of Australia's best photographers to achieve this new look. And while it appears quite graphical, each element in the design was photographed individually with one unified light angle.
The headlines play off the size of MCEC and the thought that goes into even the smallest detail. As well as the variety of events on offer - from a science expo on Saturday to a gardening exhibition on Sunday.
The new brand rolled out across outdoor, internal signage and digital advertising, as well as completely revamped their website and all external B2B communications.
