Melbourne Convention and Exhibition Centre:
Branding Australasia’s leading meetings and conference Centre.
The new Melbourne Convention and Exhibition Centre is an extraordinary architectural statement. To provide a clear identification of its purpose, an identity program was created positioning MCEC as ‘Melbourne’s meeting place’ with a sense of style and place.
As a meeting place for conventions and exhibitions, the graphic ‘M’ symbolised both function and form, creating a striking and timeless reference point. The brand strategy has been extended to signage, web collateral, corporate information, advertising and promotion.
Creative Idea – Melbourne’s meeting place
The MCEC is now positioned on the world stage as a premier destination and is an asset for Melbourne and Victoria.