The Challenge
The brief was to bring to life the city of Melbourne in a unique and distinctive brand identity. One of my earlier breakthrough moments, a concept I created became the final identity, under the guidance of famous Creative Director Ken Cato.

The Idea
Cato himself explained it best, ‘This is Victoria’s identity. It suggests that Melbourne/Victoria is like a good book, where a level of depth and complexity is experienced through its diverse layers.’

The Results
Created back in 2006, the Melbourne identity won applause and awards from a very demanding population and government client. It is still in use more than 8 years later, has been featured in multiple publications and in the most high profile events on the Australian sports calendar, including the Australian Tennis Open and the F1 Grand Prix.