CHURCH – Geelong Arts Centre
The Brief
Set inside a restored 1800s church on the main throughway of Geelong, Church is a new intimate performance venue built for independent artists. Following a recent brand refresh and master season campaign for Geelong Arts Centre, 3Scoops was engaged to build a standalone venue brand from the ground up: brand strategy, visual identity, social media direction and digital creative.
The challenge was to match a heritage building to a brand that had the confidence to take a creative risk. One that honoured the building's history while attracting new, diverse audiences to an emerging live performance scene. It needed to be clear that this was a place for bold ideas, not a safe civic rebrand.
The Solution
3Scoops made the building's heritage and architecture central to the naming and brand story, positioning Church as a place where people once gathered in worship and now gather to discover the next generation of live music, comedy and theatre.
From there, we developed a full identity system anchored by the church's distinctive arched doorway. Using this as the brand's defining graphic device, alongside a bold and at times cheeky tone of voice, giving the brand distinctive assets that Church can own for years to come.
A contemporary visual language and colour palette paired with the playful and flexible icon systemt ensured the Brand could stretch across all screens and surfaces that it needed to appear upon, from website UI, eDMs, social assets, signage and merch. The result is a brand built for performers, not profits — a space where the scene starts, not where it ends.
Photography: Peter Foster
