Challenge
The new "Melbourne Convention and Exhibition Centre" is an extraordinary architectural statement. To provide a clear identification of its purpose, an identity program was required.

Creative Strategy
As a meeting place for conventions and exhibitions, the graphic 'M' symbolised both function and form, creating a striking and

timeless reference point. The brand strategy has been extended to signage, web collateral, corporate information, advertising and promotion.

Creative Idea
Melbourne's meeting place.

The ROI
The project is still under construction.