Arts Centre Melbourne Poster Design on Melbourne Streets

Australian Music Vault

We’ve turned up the volume on Australia’s love affair with its home grown music.

A promise from the Victorian Government saw a team including Creative Victoria, Live Music Victoria and Arts Centre Melbourne work with us to develop a brand intended to celebrate Australian contemporary music – past, present and future. A permanent home to ‘Open up Australian music’.

Australian Music Vault - branding applied to tote bag
Australian Music Vault - Brand Visual Language GIF
The Arts Centre Melbourne Visual Language


Brand Strategy + Brand Naming + Brand Mark + Brand Positioning + Brand Story + Brand Voice + Visual Identity

Charged with creating a brand that was more than just a music hall of fame, we worked through strategy to help articulate what the Australian Music Vault was to become. It’s about opening up and sharing great music memories and collections, incorporate the ARIA Hall of Fame. Creating a permanent place for interactive exhibitions and an online destination to dig deeper into all the stories behind Australian Music.

What happened next?
The Australian Music Vault is due to open at Arts Centre Melbourne in late 2017. It’s set to become place for everyone to explore their love of music, to revisit some of the big music moments of their lives and discover exciting new stories of today’s Australian music scene.
Everyone will be welcome. No backstage pass required.

Ready to bring your brand to life? Let’s talk.



Mark Gambino's Molly pic
Arts Centre Melbourne Visual Language applied to Brochure

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