University of Melbourne
Melbourne Connect is one of the many success stories born from The University of Melbourne. A place that celebrates innovation, grows ideas and enables visions to become reality. Due to this success, Melbourne Connect needed to expand into larger premises, however many of their new neighbours would have very little idea of what Melbourne Connect has done, and what they will do when the precinct opens.
Given it’s location on a well trafficked Swanston Street corner, the decision was made to use the building site hoarding, all 210 metres of it, to help introduce Melbourne Connect to the neighbourhood.
In it’s previous life the site was home to the Melbourne Women’s Hospital, leaders in medical research and discovery, and a hub of innovation that the new Melbourne Connect precinct seeks to continue. We used this heritage as the connective tissue between the two worlds, creating a branded time line that celebrates the discoveries of the past and shows how this tradition of innovation will continue into the future.
Various aspects of the new Innovation Precinct are introduced as the time line progresses, allowing passers by to understand and get excited about what their new neighbour will bring to the area.
With thousands of eyes across the hoarding every hour, the future of innovation is sure to be a warmly welcomed addition to the block.
Collaboration CreditMelbourne Connect brand concept by McCann
Melbourne Connect brand execution by Hive