The Shrine of Remembrance is an unmistakable and enduring Melbourne landmark. We were invited to partner with the outstanding team at the Shrine to help position this iconic building as a relevant and welcoming place for all visitors.
Based on the building’s striking forms and features, the contemporary evolution of the brandmark presents a refined, contemporary icon, which honours the pure proportions, strength and form of the architecture and creates greater legibility and consistency. It is memorable, has endless utility and is unquestionably the ‘Shrine’, focusing on truth and embracing the simplicity of the colloquial name familiar to all Victorians whilst maintaining a connection to its traditional roots.
We built a highly adaptable brand language that is inclusive and impactful; a robust system to enhance ongoing campaigns and marketing material. This flexible system capitalises on the landmark location in central Melbourne as a unique destination to inspire, and positions the Shrine as a place to discover and explore.
Brand identity
Brand positioning
Exhibition identities
Out-of-home
Art direction
Advertising
Marketing assets
“Multiple has created a highly adaptable, inclusive and impactful visual language for the Shrine. Their work has exceeded our expectations.”
Dean Lee, Chief Executive Officer
Shrine of Remembrance, Melbourne
The Shrine’s enduring purpose is to be a memorial honouring the service and sacrifice of Victorians and Australians in war, peacemaking and peacekeeping. It engages more than one million people annually as visitors and participants in their commemorative and education programs.
