Museums Victoria 'Nocturnal'
A brand identity that showcases the diversity of one of Melbourne's biggest monthly events.
The State of Play
On the first Friday of every month, Melbourne Museum goes Nocturnal. This after dark event sees the entire museum hall and gallery spaces come alive with live bands, DJs, dancers, spoken word artists, as well as bars and food trucks on-site. After a successful run of events in 2018, Museums Victoria decided to increase the event’s reach, align with new brand partners, artists and record labels and create a bigger Nocturnal for 2019.
Having created the original brand identity, digital design and rollout for 2018, Yoke were tasked to refresh the Nocturnal brand. Maintaining the brandmark, the design needed a new look and feel with a strong focus on the organisation’s fun with sophistication, and unique offering for Melbourne’s culture-hungry crowd.
With stakeholders within the Museums Victoria organisation, individual artists and partner brands, there needed to be a clear, consistent approach for the year with creative planned well ahead of launch dates. The campaign would be rolled out across digital, social, on-site and out-of-home channels.
Yoke created a design system that could be used every month – allowing photography to be treated in accordance to the brand partner’s style, headlines to be crafted to suit the specific genre or artist, and overall MV messaging for the event – ensuring the sophistication and playful tone always shone through.
With the suite of bold colours and confident headlines, each event was treated as a ‘mini campaign’ ensuring consistency for the entire calendar of events with specific alignment to the genre of music or personality of the brand partner.
Since kicking off in February, we’ve seen some great results, excellent attendance numbers and some amazing performances – watch this space as we update the measurable success.
Yoke created an incredibly strong visual identity that refreshed their original Nocturnal branding – enabling Museums Victoria to cut through a saturated events market and reach a highly sought after audience month after month. Bold colours, strong imagery, and restrained layouts were combined with clever copy to create a look and feel that is simultaneously sophisticated and playful.
Yoke’s response to the brief demonstrated creativity, consideration, and a solid understanding of the needs of our audience. The outcome has been an impactful and versatile campaign that has sustained the Nocturnal brand into a third year of operation
– Gemma Giles, Senior Marketing Officer, Museums Victoria