Marijana Simunovic.
Brand and design agency Weave has been appointed, following a competitive pitch, to create a new brand identity for Arts Centre Melbourne.
Arts Centre Melbourne is Australia's largest performing arts centre, staging more than 1,000 events and welcoming more than two million people each year across its three major venues: the Theatres Building beneath the venue's iconic Spire, Hamer Hall, and the Sidney Myer Music Bowl.
The appointment comes as Arts Centre Melbourne undergoes renewal as part of the Melbourne Arts Precinct Transformation, Australia's largest cultural infrastructure project being delivered by the Victorian Government.
"Arts Centre Melbourne is more than a collection of landmark venues; it's a living expression of Melbourne's cultural energy," said Weave managing director Marijana Simunovic.
“This is a rare opportunity to build a brand identity that reflects the organisation's renewed strategic direction, strengthens audience connection, and positions Arts Centre Melbourne as a globally recognised destination for live performance at a time when live experiences matter more than ever.”
The project includes brand discovery and research; brand personality and tone of voice development; visual identity creation; full messaging framework; brand application across key touchpoints including digital, signage and campaigns; plus delivery of comprehensive brand guidelines to ensure consistent implementation across all channels.
Arts Centre Melbourne director of marketing Kristy Doggett said Weave's appointment supports a broader period of reinvention for the organisation as it prepares for the reopening of the Ian Potter State Theatre and future phases of the Melbourne Arts Precinct Transformation.
"With a renewed vision and a clear strategic focus, this is the right moment to evolve our brand to better reflect who we are and where we are heading," Doggett said.
“Weave demonstrated a strong strategic understanding of Arts Centre Melbourne's role as a cultural leader, and will translate our proposition into a distinctive, cohesive brand identity that will resonate with both locals and Melbourne visitors.”
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