Project Overview:

This branding project was completed for the Brand and Identity Design unit, which focused on understanding how brand identities are developed, implemented, and communicated across visual and strategic platforms. The aim was to research, design, and document a complete branding solution that reflects a business’s core values while responding to evolving market demands.

I undertook the rebrand of Melbourne Motors, formerly Musgrave & Long Electric Motor Repairs, with the goal of evolving the business identity while maintaining the trust and strong reputation they’ve built over decades. The challenge was to design a brand-mark and identity system that felt both modern and minimal, yet communicated the nature of the business and its longstanding industry experience.

Process Summary:

The project followed a structured branding process from research and discovery to final implementation. Key stages included:

• Business & Industry Research – Studied the client’s background, services, competitors, and target audience to understand positioning needs.

• Brand Strategy Development – Defined brand values, tone of voice, and positioning to align with their vision of adapting in a fast-moving industry while retaining reliability and trust.

• Conceptual Design Exploration – Sketched and tested various visual directions before refining a minimal, motors-inspired mark that clearly represented their work.

• Brandmark Design – Created a clean, versatile logo that speaks to the mechanical precision of their services while feeling approachable and professional.

• Identity System & Applications – Developed brand assets and mockups including business cards, signage, uniforms, and digital templates to ensure consistency across touchpoints.

• Presentation & Reflection – Documented the brand guidelines and presented a cohesive narrative of the brand’s evolution through visual storytelling.

This project emphasized the importance of communication, iteration, and alignment with client goals to ensure the brand not only looked good, but worked effectively for the business and its future.