"Cityfix highlights the beauty and heritage represented by industrial structures in comparison to contemporary 'quick-fix' housing solutions that make individual cities seem like clones of each other"

For something purely hypothetical and "fake", and also where the main feature was actually the overall presentation and motion graphics, the brand is remarkably well put together.

There is a fantastic Swiss modernist style to the whole piece - from the brand logo, to the fake "packaging" and throughout the motion graphics piece. The presentation of the "product" as some sort of medicinal item is a great metaphor for the "fix" they are pushing, and one that works well visually. The simplicity of the design fits perfectly with the simple, functional design we are used to seeing on pharmaceuticals.

As something of an aside, the map graphic used in the piece are fantastic, and I love the use of the "long photographs" depicting the buildings - a long static camera shot with cloud movement.

For a "fake" campaign and brand, this is certainly a fully fledged, and impressive effort.

“The ‘M’ design will become an icon for Melbourne, synonymous with the modern, vibrant, cool city Melbourne is today and will continue to be in the future.

“The new identity will deliver more impact, be stronger, more flexible and reduce confusion as to who is delivering services. It will build greater long term identification and align with best practice around the world.”

The logo as a purely visual concept is quite interesting. The outline is an almost optical illusion of an m in three dimensions. Lines are drawn between the corners of the exterior (starting more tightly grouped on the left, and petering off to the right). The result is quite a complex geometric shape.

The main colours are a selection of greens and blues, slightly translucent so that the colours mix into each other. There are various other colour variations presented, so it seems that perhaps it is the shape and the treatment of the shape, and the colour could potentially provide variants for different situations.

As far as presenting Melbourne as a city of the future, vibrant, changing, and full of possibilities, I think this does a great job. I think there will be people who look at it and find it to be just an odd, messy abstract letter m, but it seems to me that it communicates really well, the vision of the City of Melbourne as they want it to be seen.