The Challenge

The Victorian Government, Creative Victoria, Live Music Victoria and Arts Centre Melbourne wanted to create a place that would house and celebrate Australian contemporary music – past, present and future.

Australian Music Vault - branding applied to tote bag
Australian Music Vault - Brand Visual Language GIF

The Thinking

Australian Music Vault was born with a positioning of ‘Open Up Australian Music’ to help turn up the volume on Australia’s love affair with its home-grown music. The brand mark and visual language were inspired from the sound wave form and typography from vintage amp and synth dials. The Australian Music Vault is a 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.

The Arts Centre Melbourne Visual Language

The Results

Australia now has a permanent home at Arts Centre Melbourne and online, to house the unique stories, archival footage and interactive experiences of our home-grown music across all types of musical genres. It’s had widespread acceptance across the many stakeholders in this venture from the artists, to the state government and peak music bodies and best of all by music loving Australians, with over 200,000 visitors in the first 4 months post launch.

 

See the Australian Music Vault website

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

Brand Strategy + Brand Name + Brand Positioning + Brand Mark + Brand Story & Voice + Visual Identity

 

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

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