Melbourne Park

Melbourne Park is Australia’s premier sports and entertainment precinct, spanning multiple iconic venues and hosting world-class events year-round. With such a broad and dynamic ecosystem, the challenge was to create a consistent sonic identity that could unify the entire precinct, ensuring Melbourne Park is recognised not just visually, but instantly through sound across every touchpoint.

In collaboration with branding agency Canyon, Smith & Western were commissioned to create a bold sonic identity that could capture the scale, intensity and energy of Melbourne Park. The brief was to translate the atmosphere of the precinct into sound and build a system that could live across live environments, major events and digital channels.

Our strategy focused on distilling the energy of Melbourne Park into a clear sonic blueprint. We developed a system anchored by a high-impact hero brand track and a distinctive sonic logo, designed to cut through high-noise environments and scale seamlessly from arenas to digital platforms.

At the core of the identity is a high-energy, percussion-driven hero brand track, with driving drums and dynamic vocal chants that reflect the intensity of the precinct and build collective anticipation. Anchoring the system is a short, sharp and instantly recognisable sonic logo, designed to cut through and clearly signal Melbourne Park.

From the moment crowds arrive to the seconds before the lights go up, the sound of Melbourne Park sets the tone. The sonic identity lives across the precinct, inside the arenas and throughout social and digital channels, ensuring Melbourne Park’s energy is felt wherever it appears.