MELBOURNE CONVENTION CENTRE PROJECT
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Background
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In 2005, the Victorian Government sought development bids for expansion and redevelopment of the Melbourne Exhibition Centre. We were approached to brand and package a consortium bid led by Macquarie Bank and Leighton Contractors. The consortium consisted of a 200 strong partnership comprising financiers, builders, designers, architects, retail and residential experts, landscapers, service industries and historians, making the design process, with its evolving and changing concept, a huge challenge.
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Solution
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The entire project included a coffee table book, schedule folders, design kits, intranet site, presentation materials, scripted video, architectural flythrough and presentation casings. All this material for presentation to the Victorian Government was conceived, developed and produced by us in less than four weeks.
An identity and brand mark was created for the partnership to reflect the architectural features and design concepts behind the new centre. 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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