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 had to offer for residents, friends and family of residents and visitors passing through.

Much more to discover

  • Project: Melton City Council Tourism Branding

We set out to develop a strategy that engaged the community with its offerings, highlighting the townships 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 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 lock ups 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.

  • Plural worked with staff and volunteers through workshops and consultation prior to creating the brand. Design options presented were unique and embraced many of elements discussed during consultation.

    Susan Beniston | Acting Economic Development & Tourism Coordinator

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