Destination. Iconic experience
MELBOURNE CRICKET GROUND
The MCG brand set out to unify the ground’s diverse sporting, cultural, membership, and entertainment experiences into a single iconic expression, while respectfully positioning the Melbourne Cricket Club within the overall strategy. Balancing contemporary energy with deep heritage, the resulting identity captures the MCG’s roar and prestige, establishing a powerful brand asset for marketing, communications, and advertising.
STRATEGY
IDENTITY
SIGNAGE
IMPACT
100,024
Total seats
11mm
Grass cut height in summer
27mm
Grass cut height in winter
STRATEGY
Evolve one of Australia’s most revered institutions without losing heritage or emotional gravity. An icon’s power is in memory, atmosphere, and shared experience.
SOLUTION
Handcrafted typography, architectural references, and dynamic arcs capture crowd energy and history.
VALUE
Design reinforced heritage, pride, and national belonging.
