It’s 2013. Beyoncé’s world tour comes to Australia, the Rijksmuseum in Amsterdam reopens after a 10-year renovation, and Sydney Opera House celebrates its 40th anniversary.


How do you rebrand a venue
that measures up to the
experiences on offer?


A cultural standout.

As one of the finest acoustic spaces in the southern hemisphere, Melbourne Recital Centre is a world-class facility for performing, recording and broadcasting music. However, the original brand identity had little connection to the space. With its audacious new architecture complete, we needed to build brand awareness and achieve cut-through for the venue in Melbourne’s crowded cultural landscape, while allowing each event to shine in its own right.


Beats, rhymes and life.

When the right music, emotion and physical environment are combined, the resulting experience can be powerfully transformative. By basing our generative identity on the interaction of these three factors, we were able to reflect the one-of-a-kind experience of watching a performance at the centre. Combined with a logo that could flex from subtle to overt depending on the event, the result is an elegant identity that is always changing and always unique, just like the experiences on offer.


Mic drop.

Our work on the Melbourne Recital Centre picked up a range of honours including a Distinction at the 2013 REBRAND 100 Global Awards, and Silver at the Graphis awards.