MPAC is Monash University’s home for extraordinary live experiences, showcasing performance, music, theatre, and dance across five distinct venues.

In 2022, Monash Performing Arts Centres was an entity unrecognised by the local community. Known externally by multiple venue names, sub-brands, and programming streams, there was a need to create a cohesive identity for MPAC, the curator of exciting and engaging performances in state-of-the-art venues.

Clear collaborated closely with MPAC and the university’s brand team, creating a distinctive brand that sits cleverly within the Monash brand system. By utilising the university’s brand elements uniquely to MPAC, Clear was able to build a striking and creative system led by MPAC and endorsed by its venues and the University. Defined by a rigorous grid and modular structure, graphic type, and an identifiable ‘Electric Pink’ brand colour, the new MPAC is expressive, brought to life in movement and sound, and can dial up or down for brand or programming-led campaign purposes.

The Count’s—Monash University’s live jazz club and restaurant, The Count’s, features regular performances on Wednesday and Saturday nights.

A favourite of locals in the South East, The Count’s has a special place in the MPAC brand system. Its dramatic art direction defines campaign imagery, featuring strong elements of ‘Monash Blue’ through bespoke lighting or colour treatment. The use of colour for The Count’s creativity alludes to the stage lighting, the mood, and the essence of this soulful jazz club.

Clear has led the design of the campaigns for The Count’s, featuring video content on social media and in cinema, paired with regular out-of-home poster creative highlighting a feature artist image and strong typography. These ongoing brand-led initiatives have elevated the venue for MPAC, with new and existing patrons flocking to see what’s coming up ‘Live at The Count’s’.