Manning Entertainment Centre - MidCoast Council

Established in 1987, the Manning Entertainment Centre (MEC) has deep community roots. Initially founded to provide regional youth with arts exposure, MEC recently expanded, investing $4 million into a new 160-seat theatre space - Beryl Jane Flett Studio. Despite its heritage and recent improvements, MEC faced challenges attracting younger audiences and broadening its appeal.

Headjam was tasked with repositioning MEC as a contemporary, world-class venue, highlighting its community legacy while making it attractive to new, younger demographics.

• Develop a contemporary brand to inspire and excite diverse regional audiences.
• Shift community perception from a traditional local venue to a world-class facility.
• Increase engagement among younger audiences, families, and schools.
• Build broader awareness and attendance from across the MidCoast region.

• Existing: Predominantly females aged 50-80 (Friends of MEC), attending 2-4 events annually.
• Schools: Primary and secondary.
• Arts groups: Local performing arts and cultural organisations.
• New audience segments: Youth, young adults, families, and artists for residencies.

"Wow, that show was awesome – let’s see what else is on at the MEC.”

"So pleased we have world-class experiences right here in our own region."

Inspired by MEC’s iconic stage lighting, Headjam created a vibrant and dynamic visual identity symbolising illumination, excitement, and creativity. The rebrand streamlined the venue’s name to MEC, subtly shifting emphasis away from 'Manning' to broaden its regional appeal. The visual identity featured a spotlight-inspired logo, a bold colour palette reflecting historical and contemporary venue colours, and clean, modern typography using the Arboria typeface to ensure readability and appeal.

Comprehensive brand collateral was developed, encompassing signage, brochures, posters, uniforms, and merchandise specifically tailored to resonate with various audience segments. To facilitate internal brand roll-out and consistency, Headjam created marketing design templates for key items including event programmes, promotional posters, flyers, and social media tiles. Additionally, we provided recommendations for community-focused initiatives, such as the introduction of a community grants programme, supports local performances. To strengthen digital engagement, Headjam also provided recommendations to enhance MEC's online presence through a redesigned, user-friendly website and targeted social media campaigns.

The rebranding project received overwhelmingly positive stakeholder feedback, highlighting increased audience engagement and heightened community pride in the refreshed visual identity. The new branding quickly elevated MEC's perceived quality, making it significantly more attractive to broader and younger audiences. Targeted community promotions effectively leveraged the refreshed brand across various touch points, resulting in greater regional awareness and attendance at MEC events. Overall, the strategic rebranding delivered tangible enhancements in community perception and audience reach, setting a strong foundation for MEC’s continued growth and success.