We began with a deep discovery phase, conducting interviews with internal stakeholders, audience groups, and local artists to uncover perceptions of MRC. The insights were clear: while respected, MRC was seen as formal and exclusive, limiting its appeal to new and younger audiences.
We also learned that what united all music lovers—regardless of genre—was a shared sense of curiosity and passion. From this, we developed the strategic narrative Music for the daring—a bold invitation to explore sound, challenge expectations, and embrace new experiences. This idea guided every aspect of the design process.
Visually, we drew inspiration from MRC’s iconic hexagonal architecture, translating it into a flexible graphic system, cropped logomark, and dynamic motion principles. A confident type system, bold colour palettes, and expressive animations give the brand energy and modernity.
To support implementation, we built a custom digital guidelines platform and a bespoke tool that generates on-brand, accessible colour combinations from performance images. This tool empowered MRC’s internal team, ensuring consistency while reducing subjectivity and production time.
The final design was applied across digital and physical touchpoints—from signage and social media to programs and posters. Motion gestures (“Focus,” “Discover,” “Immersion”) were used across campaigns to reflect sound and enhance engagement.
Through strategy, design, and innovation, the project exceeded the brief, reshaping perception, increasing audience engagement, and giving MRC a bold, future-ready identity grounded in purpose and place.
