Challenge
To integrate all of the unique experiences of the Melbourne
Cricket Ground (MCG) - sporting, cultural, membership and
entertainment into one iconic expression.
Creative Strategy
An identity for the MCG that was both modern and contemporary, but
also mindful of the ground's heritage. The design refinement
of the MCC traditional badge
enhanced its prestige.
Creative Idea
Roar energy.
The ROI
The outcome of this extensive brand program was the establishment
of a new sporting icon and valuable marketplace asset.
