Loved locally and respected globally.

Geelong Arts Centre is the beating heart of Geelong and a much loved and instrumental cultural institute for the G21 region. Recognised as Australia’s first UNESCO City of Design, Geelong was becoming a key creative player on the global stage and together with Hassell’s architectural redevelopment for the centre, the future has never looked so dynamic or exciting. Our task? To develop a brand narrative, visual identity and system which would capture the local spirit and pride, and bring world class notoriety. The tricky part? The design needed to celebrate and showcase a huge diversity of content, from cutting edge productions such as London’s Globe Theatre and the MTC, to local school productions and creative industries. The identity and the G symbolises this connection between many worlds, a place for people, ideas and creativity to meet.

Client
Geelong Arts Centre

We think business
Consumer research design, category mapping, portfolio architecture, stakeholder engagement

We orchestrate brand
Brand strategy, brand architecture, brand identity, brand voice, key messages, brand guidelines, brand application, communication strategy