Melbourne Biomedical Precinct Brand
- Studio Binocular
The Melbourne Biomedical Precinct (MBP) is Australia’s and one of the world’s, leading biomedical precincts. It delivers outstanding patient care, cutting edge research and discoveries, and training to some of the country’s brightest minds, as well as economic value to Victoria.
MBP is made up of over 30 hospitals, research, teaching and biotechnology organisations and, as such, it represents a truly collaborative, partnership brand. In addition to the brandmark, brand language and brand guidelines, this extensive body of work included brand livery, brochures, templates, a fully responsive website and 120 page strategic plan.
Partnership is at the heart of the MBP brand. The brandmark itself doesn’t compete with its own symbol. It’s clear and simple. Authoritative and factual. A connector of others.
The MBP brand grid provides a platform for ideas and a vehicle for sharing content from multiple voices. Like the precinct itself, the grid reconfigures itself to suit new opportunities. Inspired by dynamic global news websites, the grid showcases partner logos, Twitter feeds and messaging – all in one place. Colour plays an important role too – strong use of clinical white is combined with fluid mesh gradients to emphasise scientific innovation.
Advice from the Premier’s Jobs and Investment Panel emphasised the importance of industry precincts to support the growth of high‐skill, high‐wage jobs into the future. The MBP was identified as a key precinct for government attenton, and their rebrand helps to position them at the forefront of global biomedical innovation.
One of the primary goals of the rebrand was to better communicate the opportunities for commercialisation of research. So we worked closely with the project team to deliver them a sophisticated, respected brand which elevates their voice amongst international investors, plus brand tools which facilitate connections between researchers and investors.