Committee for Melbourne

Brand Identity & Digital Design

Branding an apolitical change agent to help share its views and opinions.


Committee for Melbourne (CfM) unites a cross-section of organisations to enhance Melbourne’s economic, social and environmental future. And while they can take credit for some of the city’s finest innovations, little was understood about their purpose and what they have achieved to date.


Their previous website no longer reflected a forward-thinking organisation and their policies and reports felt disconnected from their brand.



The existing logo worked well and had strong recognition amongst CfMs stakeholders and the media so the focus was on their website and external communications. Helping them better connect with their audiences whilst showcasing their focus areas, achievements, views and opinions.


Following on from strategy work by Ogilvy and Anderson the outcomes led to the proposal that the website would work as a 'hub' for CfM. A place to go to find out information. Anything from recent policy and opinion to access to the tailored member-only sections. The website had to fully address its different audiences.


Within the site policies, reports and papers can be downloaded and these needed to feel connected to the updated brand. Where previously policy and report covers were simply logo branded we took the opportunity to style them in a way that provided more ownership and gravitas.


A new bold and engaging website is now helping CfM express their purpose and create debate around the issues facing Melbourne; today and in the future.


Rich with content and adaptive for any device, people can now access information about Melbourne’s future from the CfM website, anywhere any time. On the home page, an automatic film plays on loop representing the policies and sectors CfM work within.


A style guide helps CfM produce future communications inline with the new look to help them develop a more unified brand experience.


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