Branding
The Book
Of Melbourne
Melbourne’s identity was built around The Book of Melbourne, an idea of never-ending stories that unified more than 130 stakeholders across government, business, tourism and education under a single adaptable brand. At its core was a flexible brand system that could be continually reskinned with new stories, content, experiences and places, each revealing a different chapter of the city’s character.
Brand Concept Development
Visual Identity System
Art Direction
Cinematic Brand Films
OOH Applications
Animation Formats
Immersive Launch Activations
Editorial Photography
The result was the city’s longest-running identity, fronting global tourism, the Australian Open and the F1 for nearly a decade. The system gave Melbourne a strong, consistent visual presence on the world’s biggest stages, standing confidently alongside the world’s most recognisable sponsors. By generating sustained cultural capital and consistency at scale, the work elevated Victoria into one of the most enduring and powerful global city brands in its category.