The key objectives of the identity refresh were to build a unified experience between venue and venue branding. A common problem with venue identities is the balance between the venue and event itself – how to take ownership without removing the personality of the individual event.

The new Identity not only had to build venue recognition, but also needed to enable each performance to shine in its own right.

We developed an identity based on the three facets that make up the experience. Created through the interaction of music, emotion and the environment, we created a generative changing identity to reflect the unrepeatable experience.

This identity harmonizes with communications at different volumes - overt through to a subtle interaction, balancing the relationship between event and venue.

It is early days for the Melbourne Recital Centre, and a soft launch has meant there is little indication of the success at this point. The internal launch was a success, and the various creative partners are embracing the flexibility of the system positively.