The researchers at The University of Melbourne make innovative breakthroughs all the time. The senior creative team at McCann wanted to communicate this and came up with the idea of taking an exhibition of research to the streets of Melbourne. I was tasked with creating a visual brand for the exhibition that could work across all the touchpoints.
The exhibition took place all across the city of Melbourne. Prospective students traveled around the city in order to experience it so the the idea of a pathway weaving its way through Melbourne was reflected in the visual identity. We also wanted to embed the theme of ‘connections’ into the identity and the weaving blue line provided this as well.