In 2005, the Victorian Government sought development bids for expansion and redevelopment of the Melbourne Exhibition Centre. Smart Works was approached to brand and package a consortium bid led by Macquarie Bank and Leighton Contractors. We created a brand for the partnership to reflect the architectural features and design concepts behind the new centre.
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|  | The collection of material used ‘light’ as the key thematic element to promote the consortium’s pitch, which emphasised linking of the Docklands to Southbank and the creation of an inspiring meeting place for national and international events.
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| | This brand solution was extended across print, multimedia and web material. Although the consortium was not successful in its bid, the work produced by Smart Works received significant praise from the client.
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