City of Melbourne : Melbourne Music Campaign

A Melbourne Music Campaign for a week-long music festival in Melbourne

Melbourne Music Week 2011 was a week-long event featuring 60 acts across 10 venues.

In only its second year, and with the event still in its infancy, the City of Melbourne asked us to combine existing creative with a diverse list of campaign collateral, including programs, posters, website and a video.

The result was a bright, bold and playful campaign that wove an angular pattern into the laneways of Melbourne. It represented the convergence of independence and place—a distinct feature of the event.

MMW 2011 was the beginning of our long-term relationship with Melbourne Music Week.