Increasing awareness for
Melton City's offerings

The City of Melton is a local government area in Victoria, on Melbourne's western rural–urban fringe. The City currently has a population of over 150,000 people, and over the last 10 years has increased by 61%, making it one of Australia’s fastest developing municipalities.

How might we increase awareness for Melton City’s offerings and promote the great things to see and do across the city?

Challenge

With such a growing community, Melton City Council approached Plural to create a brand identity as part of their tourist campaign to help promote the great things to see and do across the city. With the success of the Discover Your Own Backyard (DYOB) campaign developed by Destination Melbourne, Melton City Council invited Plural to create a campaign brand that aimed to gain awareness of what Melton has to offer for residents, friends and family of residents and visitors passing through.

Change

We set out to develop a strategy that engaged the community with its offerings, highlighting the township’s heritage, surrounding facilities and growing cosmopolitan lifestyle. Our naming process and creative direction resulted in the unveiling of Melton City ‘Much More’, featuring the municipality’s drawcard attractions within an illustrative motif.

“The overarching identity includes the use of illustrative motifs, tourism imagery and a vibrant colour palette.”

The campaign brand highlights that there is ‘much more’ to Melton City than perhaps what people realise. The logo was purposely designed with layered elements and lockups to suit the various applications and marketing assets. The overarching identity includes the use of illustrative motifs, tourism imagery and a vibrant colour palette for a wide range of information categories.

Parks & Gardens

Equine Culture

Landmarks

Community Pride

Nature & Wildlife

Food & Wine

Community Activities

Events & Celebration

Impact

The intent of the brand launch was to create a strong sense of pride within local residents and community through the visual displays dotted across the City. The launch of the Much More brand and the refurbishment of Melton’s Visitor Information Centre has clearly created a strong local identity for visitor servicing in Melton – supporting a relationship and linkage between the collateral and infrastructure for the new visitor servicing model.

Sense of community pride

+23%

Brand recognition

+60%

Local support volunteers

42

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