Melbourne Convention and Exhibition Centre announces rebrand

The Melbourne Convention and Exhibition Centre has announced a new rebrand, created by agency FutureBrand Australia. The venue’s new tagline is ‘home of the unconventional’, leaning into some of the more unusual events the venue has hosted over the past year. During 2020, the venue was used as a drive-in cinema and a training centre for guide dogs. It also partnered with food supplier Flinders & Co on a new wholesale product offering. Peter King, chief executive of MCEC, said: “We do things a little differently at MCEC and we are now looking to the future to ensure we keep innovating and evolving. “Our 2021-24 Business Strategy recognises that MCEC makes a significant contribution to the life and economy of our city and state, and we want to keep making an impact where it counts. “By unveiling a new brand to the world, that accurately represents the way we are working here, we hope to attract like-minded customers, partners and visitors to join us at MCEC.” Rich Curtis, CEO of FutureBrand Australia, said: “MCEC is an experience that extends far beyond the four walls of a traditional event space. Our work is focused on how we position and design the brand in ways that don’t reinvent it, but in fact strengthen it to surface their unconventional approach, showing what makes MCEC and their people truly special. “With the impact of Covid and how it has helped realise MCEC’s strengths in creativity and innovation, we created an identity that is meaningful, useful and beautiful both in physical and digital arenas. “Ultimately, our work with MCEC embodies FutureBrand’s fundamental belief that while brands are created with purpose, they are defined through experience.”