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Melbourne Convention and Exhibition Centre rebrands as the ‘home of the unconventional’


Melbourne Convention and Exhibition Centre rebrands as the ‘home of the unconventional’


Melbourne Convention and Exhibition Centre (MCEC) partnered with FutureBrand Australia to rebrand and become the ‘home of the unconventional’.

MCEC is excited to announce its new direction, based on the business strategy 2021-24 and its key priority areas of: people, financial sustainability, community pride and new markets and products.

Peter King, chief executive MCEC said the refreshed brand embraces MCEC’s ambition to be the best, to lead and to innovate, while bringing real value to customers and the community.

King said: “We connect people locally and globally to share, collaborate, learn and inspire. And we do it at a personal level, to build real relationships. We create memorable events – big and small, in-person and online – that drive thinking, activity and economic growth.”

MCEC faced the challenge of 2020 by reimagining its business. It used its space in new ways like training guide dogs, opening Australia’s first Drive In(Door) Cinema and even using empty exhibition bays as a Hollywood film set, starring Liam Neeson.

MCEC felt the need for a brand that reflects the exciting new chapter and so has partnered with FutureBrand Australia to create and deliver the brand’s transformation.

Rich Curtis, chief executive officer for FutureBrand Australia said: “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.” 

Curtis added that the impact of COVID helped MCEC realise its strengths in creativity and innovation, so FutureBrand created an identity that is meant to be meaningful, useful and beautiful both in physical and digital arenas.

Photo by Jake Oates on Unsplash.

Marija Mrvosevic

Marija Mrvosevic is the editorial intern at Marketing Mag.

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