The Queen Victoria Market renewal program, FOREVER, is a once in a century opportunity to create a world class market precinct. The City of Melbourne will make the largest investment in its history to ensure this iconic market is part of Melbourne forever. Paoli Smith developed the FOREVER concept to work across the various stages of the market renewal project; consultation, planning, development and launch. The positioning needed to resonate with the many audiences involved; stallholders, business, shoppers, general public and surrounding residents.