Geelong Arts Centre.
Geelong Arts Centre is rebranding its live music and entertainment venue, a 1800s church, in a campaign via 3Scoops, a Jaywing agency.
3Scoops were engaged to develop a new venue brand identity from the ground up, including creating brand strategy and visual identity, in addition to social media direction and eDM creative.
The identity draws heavily on the building's architecture, with the church's distinctive arched doorway becoming its defining graphic device.
“It became clear very early that we didn't need to invent a story, the building already had one," said 3Scoops head of brand and creative, Lach Ryan.
"The name Church immediately acknowledges its history while giving it an entirely new meaning. From a place of worship, to now a place of discovery, where emerging artists can find an audience and audiences can discover what's next.
“We wanted Church to feel unmistakably independent. The arched doorway became more than an architectural reference but a symbol of invitation, creativity and possibility. It's a simple idea, but one that gives Church a distinctive asset it can own for years to come.”
Located at 71 Ryrie Street in Geelong and launching this month, Church is operated by Geelong Arts Centre and supported by the Victorian Government through Creative Victoria.
“Church is much more than the restoration of a beautiful heritage building, it’s a bold new home for live performance, creativity and connection in the heart of Geelong," said Geelong Arts Centre director marketing, audience and development, Deirdre McGuane.
"From the outset, we knew Church needed a standalone brand with the confidence to take a creative risk. It had to honour the building's rich history, attract new and diverse audiences, and make it clear this is a place for bold ideas, contemporary culture and unforgettable live experiences.
"That balance was never going to come from playing it safe.
“3Scoops were exceptional creative partners throughout that journey, helping us create an identity that is brave, distinctive and deeply connected to the artists and audiences Church exists to serve.”
Credits
Client: Geelong Arts Centre
CEO/Creative Director: Rhys Holden,
Marketing Director: Deirdre McGuane
Agency: 3Scoops, a Jaywing agency
Head of Brand and Creative: Lach Ryan
Creative Lead: Nicko Phillips
Designer: Laura Hardiman
Photography: Peter Foster
Creative Lead: Nicko Phillips
Designer: Laura Hardiman
Photography: Peter Foster
Senior Account Manager: Aoife Kavanagh
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