Melbourne Festival - FutureBrand

Melbourne Festival

A big-ticket brand for the arts world

FutureBrand Australia was selected by Melbourne Festival as their preferred brand partner to establish their new strategy, identity and 2013 festival campaign for the cultural city’s premier arts event.


To boost its appeal in an otherwise cluttered and competitive event space within Australia’s arts capital. Melbourne Festival required a bold and inspiring brand that could create lasting equity for the organization, and deliver on the festival’s future growth ambitions.


The Melbourne Festival brand strategy set the foundation for the event to spark connections between people, art and ideas – all helping to redefine the arts experience of Melbourne. The brandmark is inspired by the unique 20 degree angle of the Melbourne city grid, but without being bound by it. Instead, it features a bold focal point, and a window to the exchange of ideas and culture in the city. The 2013 campaign builds on the brand’s foundation, bringing the creative theme of ‘connections’ to life.


A strong, consistent overarching brand to build enduring equity and a strong future for the festival.