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.