Cluster Tram


  • Melbourne Festival


Melbourne features a unique network of ‘street clusters’ – sets of thematic (and aspirational) street names throughout its greater suburban area. There are clusters named after Essendon football players (Berwick), The Beatles (Narre Warren), Camelot (Glen Waverley), English Poets (Elwood) and many more. This communication design for the Melbourne Festival contributes to a social and public outcome in that it investigates, maps and depicts these unseen urban patterns in a compelling manner – and all on the most iconic platform possible – the Melbourne tram.

Key Features


The design of the Melbourne Festival Cluster Tram is based on a simple social outcome – making the invisible networks of ‘branded environments’ explicit to the public in a compelling and informative way. Designed to enable tram patrons to see their own street, it connects the city-wide system of ‘clusters’ with the personal experience of the viewer. It creates a greater cultural awareness, emphasising the uniqueness of being a Melbournian – through design. The medium of the tram is the perfect format to communicate this concept as it is dramatic in scale, mobile and accessible to all.

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