As Victoria’s first hospital, The Royal Melbourne has always been an icon. But with an expanded portfolio of services, the introduction of Melbourne Health, and the increasing complexity of the health ecosystem, the name – and what it stands for – had become confused.

As part of the ‘Towards 2025’ 5-year strategic plan, we united the fragmented portfolio and restored The Royal Melbourne Hospital name.

We also updated the purpose, values and community promise – to provide a clearer definition of what drives the organisation and what sets it apart.

Finally, we updated the visual identity and personality, paying homage to the heritage crest, while also bringing the brand to life for the next generation of healthcare.

The result is a more cohesive, human-focused brand that reflects the Hospital’s reputation as a science-driven network of excellence, that’s focused on advancing health for everyone.