Following a recent brand refresh and master season campaign for Geelong Arts Centre, 3Scoops (part of Jaywing) was 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. Deirdre McGuane, director marketing, audience and development at Geelong Arts Centre added: “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. Launching this month, Church is operated by Geelong Arts Centre and supported by the Victorian Government through Creative Victoria. CreditsClient: Geelong Arts CentreCEO/Creative Director: Rhys Holden,Marketing Director: Deirdre McGuaneAgency: 3Scoops, a Jaywing agencyHead of Brand and Creative: Lach RyanCreative Lead: Nicko PhillipsDesigner: Laura PhillipsPhotography: Peter Foster