Following a competitive process, brand and design agency Weave has been appointed by Arts Centre Melbourne to create a new brand identity as the institution enters a new chapter focused on future growth, enhanced visitor experience, and global recognition.
Arts Centre Melbourne is Australia’s largest performing arts centre, staging more than 1,000 events and welcoming over 2 million people each year across its three major venues: the Theatres Building beneath the venue’s iconic Spire, Hamer Hall, and the Sidney Myer Music Bowl.
The appointment comes at a pivotal time as Arts Centre Melbourne undergoes a significant renewal as part of the city-shaping Melbourne Arts Precinct Transformation, a cultural infrastructure project being delivered by the Victorian Government.
Weave’s remit includes the development of a completely new brand identity system that will unify the Masterbrand and sub-brands, delivering cohesion while maintaining flexibility, across the Arts Centre’s diverse venues, programs and experiences.
Weave’s work will create a foundation for long-term brand growth, supporting Arts Centre Melbourne’s ambition to increase familiarity and status among audiences, tourism markets, presenters, partners, donors and government stakeholders.
The rebrand project is being delivered in alignment with Arts Centre Melbourne’s long-term corporate strategy, designed to support the organisation’s refreshed vision to be a globally recognised destination and a gathering place for all to experience the performing arts.
Weave Managing Director Marijana Simunovic said the agency was honoured to be entrusted with shaping the next era of one of Australia’s most significant cultural institutions and be an integral part of its vision to be a leading cultural and tourism destination by mid-2028.
“Arts Centre Melbourne is more than a collection of landmark venues; it’s a living expression of Melbourne’s cultural energy. This is a rare opportunity to build a brand identity that reflects the organisation’s renewed strategic direction, strengthens audience connection, and positions Arts Centre Melbourne as a globally recognised destination for live performance at a time when live experiences matter more than ever,” Simunovic said.
The all-encompassing project includes brand discovery and research; brand personality and tone of voice development; visual identity creation; full messaging framework; brand application across key touchpoints including digital, signage and campaigns; plus, the delivery of comprehensive brand guidelines to ensure consistent implementation across all channels.
“Weave’s appointment supports a broader period of reinvention for the organisation as it prepares for the reopening of the Ian Potter State Theatre and future phases of the Melbourne Arts Precinct Transformation,” Arts Centre Melbourne director of marketing Kristy Doggett said.
“With a renewed vision and a clear strategic focus, this is the right moment to evolve our brand to better reflect who we are and where we are heading. Weave demonstrated a strong strategic understanding of Arts Centre Melbourne’s role as a cultural leader and will translate our proposition into a distinctive, cohesive brand identity that will resonate with both locals and Melbourne visitors. We look forward to seeing the new brand identity come to life,” Doggett added.
Work commences immediately with the refreshed brand scheduled to launch in alignment with the Ian Potter State Theatre reopening in late 2026.
