Geelong’s new live music and performance venue Church gets a bold new identity via 3Scoops
Breathing new life into a restored 1800s church, creative brand agency 3Scoops, a Jaywing agency, has worked with Geelong Arts Centre to unveil a new brand for its live music and entertainment venue.
‘Church’ is an intimate performance venue built for independent artists, meticulously restored, professionally supported and launching with an inaugural slate of gigs that sets the tone for what’s to come.
Following a recent brand refresh and master season campaign for Geelong Arts Centre, 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.
3Scoops made the building heritage and architecture central to the brand design 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 theatrical performances. A place built for the performers, not for profits, Church exists to fill the gap between talent and opportunity, to be a space where the scene starts not where it ends.
The identity draws heavily on the building’s architecture, with the church’s distinctive arched doorway becoming its defining graphic device. The visual system uses a contemporary aesthetic and colour palette to create a visual identity that feels authentic to the building, while resonating with new and diverse audiences.
Says Lach Ryan, head of brand and creative at 3Scoops: “It became clear very early that we didn’t need to invent a story, the building already had one. 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.”
Adds Deirdre McGuane, director marketing, audience and development at Geelong Arts Centre: “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. 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.”
Located at 71 Ryrie Street in Geelong, the venue has undergone significant restoration and upgrade works, including structural improvements, acoustic treatment, and a complete internal fit-out, bringing the space to a full professional standard while preserving the integrity of its historic fabric.
Launching this month, Church is operated by Geelong Arts Centre and supported by the Victorian Government through Creative Victoria.
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
Senior Account Manager: Aoife Kavanagh
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