Melbourne Convention and Exhibition Centre
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Creating a home for the unconventional
Melbourne Convention and Exhibition Centre (MCEC) is Melbourne’s destination for big ideas and inspirational events. Early in 2020, confidence and optimism at MCEC was at an all-time high. Yet all this changed when the global pandemic hit and they found themselves in uncharted territory. With uncertainty ahead, a shifting competitor landscape and seismic technological changes, their business model needed to respond quickly. In order to stand apart from competitors, MCEC needed a brand made with authenticity, emotion and courage. So FutureBrand focussed on surfacing and strengthening what makes MCEC exceptional.
At a surface level it could be said that MCEC is in the business of events, but the further we immersed ourselves in their world, we realised what sits at their core is the ability to make personal connections with immense impact. MCEC is not a building, destination or events space. MCEC is a home. FutureBrand strengthened their key assets, refining the brandmark to ensure it was easier to use and apply with consistency, and narrowed in on a confident colour palette which was a nod to their heritage while also being fit for the future. We injected personality with a distinctive typeface and created a framework for photography that allows MCEC to capture and hero people and those moments that matter. Finally, in the spirit of connecting all the parts of the toolkit and taking inspiration from the brand strategy, we developed a suite of unconventional yet useful graphic shapes, all sitting harmoniously with the built form and existing MCEC brandmark.
“We connect people locally and globally to share, collaborate, learn and inspire. And we do it at a personal level, to build real relationships. We create memorable events - big and small, in-person and online - that drive thinking, activity and economic growth. Our brand is our personality. It’s what we live inside our doors and what we bring to Melbourne and the world. It’s who we are and who we want to be.”
Peter King, Chief Executive Officer.
