The brief was to position the strip as Melbourne's one-stop destination for bulk goods, and the branding had to work hard to earn that attention. The strategy was to build a bold, confident identity that makes the Megamile impossible to miss. Rather than a quiet civic project, the brand needed presence, something that could hold its own across the street and pull foot traffic toward the precinct. That ambition shaped every decision, from the logo through to how the identity carries across signage, apparel and social media, giving the whole strip a unified and unmistakable look.