Arts Centre Melbourne architectural photograph


Iconic Arts Centre Melbourne wanted to change the perceptions many people had about them. To re-position them from being seen as an address for elite performances, to an inclusive, progressive performing arts industry leader. They wanted to better express the energy that the performing arts brings to the community, throw open the doors, and ask everyone inside.

Arts Centre Melbourne magazine spread design
Arts Centre Melbourne - website design


A series of stake-holder interviews and a brand workshops uncovered a simple truth, that the Arts Centre Melbourne brings people together for extraordinary experiences. A brand story gave this home a heartbeat and a friendly colour palette and a distinctive geometric graphic aesthetic (inspired from the spire itself) paired with emotive imagery formed the basis of the visual language which was then applied to across all Touchpoints including the website.


See the new Arts Centre Melbourne website

Brands to life® created the branding and visual language aspect of the website.


Key Stakeholder Research + Brand Strategy + Brand Positioning + Brand Story & Voice + Visual Language + Digital Design + Brand Style Guide + Internal Launch Strategy & Implementation + Video Content

Arts Centre Melbourne - event posters

“Our team were immediately impressed by the Brands to life® experience and approach to meeting our brand objectives. Our brand and organisational values are very important to us, so finding the team that was a good fit, was crucial. From the very first workshop sessions, they were able to ‘on-board’ internal stakeholders and explain the importance of brand in simple yet powerful terms.”

Kristen Eckhardt | Marketing & Communications Director, Arts Centre Melbourne