Home to extraordinary live experiences
In Melbourne’s south-east, across a Monash University campus that spans over a kilometre, is MPAC—the place for performers and audiences to experience the magic of the arts. Monash Performing Arts Centres (MPAC) is made up of five state-of-the-art venues showcasing live music, dance, theatre, festivals, and more.
An entity previously unrecognised by the community, MPAC was known by multiple venue names, sub-brands and programming streams. Following an in-depth strategy process, there was a need to establish MPAC as an identity, a space for performers, and ‘the home of extraordinary live experiences’.
Captivating and immediately recognisable—the identity is distinctive with a modular design system, led by a consistent lockup of MPAC and the endorsement of Monash University. The MPAC brand functions as a platform for performances, always allowing clear space for key artwork and bespoke imagery and important details. All while adhering to the complexities and guidelines of the Monash University brand.
Client
Monash University
SECTOR
Arts and Culture
Services
Art Direction, Brand Identity, Brand Strategy, Copywriting, Design Systems, Signage
Rory Gardiner
Rory Gardiner
Clear brings a poetic precision to our brand, distilling MPAC’s essence into a visual language that sings. The collaboration between Clear and MPAC is intuitive and inspiring, every detail considered. Since unveiling our new identity in 2023, our audience has grown and engagement deepened. Clear’s work doesn’t just represent us. It performs, just like the art MPAC presents.
Kate Piasecka, MPAC
