One of the biggest branding projects of my career – I recently spent a year and half rebranding iconic organisation Melbourne Royal.

Formerly the Royal Agricultural Society of Victoria (RASV) with a rich history of 175 years, the organisation undertook a name change and massive switch from a ‘house of brands’ to ‘branded house’ model. Apart from overall brand heritage, history and personality, there were many sub-brands to consider as part of the scope. These consist of Australia’s most prestigious food and beverage awards and agricultural programs, as well as the Melbourne Royal Show.

Rebranding Melbourne Royal has been a mammoth project. The brand personality and applications needed to consider the history and weight of the brand, and create a strong flexible brand framework, applied to prominent offerings as varied as The Melbourne Royal Wine awards, the Australian International Beer Awards, The Melbourne Show, through to the Melbourne Royal agricultural competitions such as Dairy Cattle, Poultry, and Horses in Action.

It has been an honour, and I enjoyed working closely with the Melbourne Royal marketing team. We continue working developing and evolving the brand, including the Melbourne Royal Show brand – soon to launch.