MELBOURNE EVENT GROUP
Filling cups, bellies and hearts.
First and foremost, Melbourne Event Group (or MEG as they are affectionately known) is a place where people are everything, and they stop at nothing to ensure everyone who walks through the door feels looked after. Formerly Maple Event Group, MEG possess a vast and impressive portfolio of hospitality experiences that aptly showcase their knack for mastering social and corporate occasions. Experts in hospitality, catering and event hosting services, they’ve also got a few outstanding venues under their belt - including the stunning Leonda By The Yarra, which resides next to the banks of the Yarra River in Hawthorn. It goes without saying that we were prettttty excited to work with them!
The Melbourne Event Group team are highly attentive, professional and detail-oriented, and these characteristics help mould their identity and the highly renowned experiences they create for their customers. In other words, they know how to plan, execute and deliver a seamless event.
They did, however, have a problem - their brand didn’t feel entirely like them. MEG was brimming with personality, yet, they felt they had nowhere to channel it. They wanted this to change, and we couldn’t wait to get our teeth sunk in. There’s nothing better than a client that dreams big and wants you along for the ride. MEG were ready to plunge into their next iteration of business!
What We Did
Brand Exploration
Brand Strategy
Brand Visual Identity
Rebrand
Website
Photoshoot
Copywriting
Their goals?
Relaunch Maple Event Group to become Melbourne Event Group in a way that feels authentically ‘them’
Showcase their true personality as people and event experts on everything from their digital spaces to their menus
Become a known, respected and credible name within the events industry
To make and regard employee satisfaction as high as customer satisfaction
To focus on food and people at the core of what they do
Build momentum from both a corporate and private perspective and grow this new version of their business
To be armed with all the tools they need to sell amazing event experiences. We’re talking snazzy packages, a user-friendly and beautiful website, stunning menus and photography
What did we do?
Brand strategy
Brand visual identity and roll out into branded collateral, merchandise and uniforms
Copywriting
Website design and development for both Leonda by the Yarra and Melbourne Event Group
Photography and creative direction
What happened next?
The best thing about this project is that Melbourne Event Group committed to doing the 'whole kit and caboodle' - which allowed the project to make so much more of an impact. MEG got their team on board throughout the whole process and dedicated a big reveal day to showcase the new brand, website and values to everyone in the business, igniting a sense of excitement and togetherness among the whole team. This is such an important process and it ensures that the strategy does not end with the agency and instead, management roll it out in everything that they do!
We really love it when everything comes together smoothly, especially when there are some tight deadlines involved. A culmination of all the work MEG and Inka had done together resulted in not one, but 2 impressive new websites. Birthed from our brand exploration sessions, brand strategies and visual development, Melbourne Event Group successfully rebranded from Maple Event Group and launched themselves into the world. See the results for yourself!
“Sara and the team really took the time to understand our company and values, and we could not be happier with our new branding, look and feel…we’d like to highlight the two creative branding options they presented, along with the copywriting, language and new voice of our brand, we were blown away with. Inka created a voice that not only matched our company, but added more value and personality than what we could had imagined.” -
— Coral Deverick, Melbourne Event Group