From pews to punters: 3Scoops gives Geelong’s Church a new identity

Creative brand agency 3Scoops, a Jaywing agency, has created the brand identity for Church, Geelong Arts Centre’s new live music and performance venue in a restored 1800s church.

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The 150-capacity venue opens in Geelong this month as a home for independent artists across live music, comedy, theatre and dance. 3Scoops developed the brand strategy, visual identity, social media direction and eDM creative.

Turning Church’s history into its identity

The agency made the building’s heritage and architecture central to the brand. Its distinctive arched doorway has become the identity’s main graphic device, designed to reference the building’s past while positioning it as a place to discover emerging performers.

Lach Ryan, head of brand and creative at 3Scoops, said the team quickly realised the venue already had a story worth building around.

“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.”

The work follows a recent brand refresh and master season campaign delivered by 3Scoops for Geelong Arts Centre.

A standalone brand for a new venue

Deirdre McGuane, director marketing, audience and development at Geelong Arts Centre, said the venue needed an identity that could stand apart while retaining a connection to the building.

“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.”

Church opens in Geelong

Located at 71 Ryrie Street, Church has undergone structural works, acoustic treatment and a complete internal fit-out. The restoration was designed to bring the venue to a professional performance standard while retaining the building’s historic fabric.

Geelong Arts Centre will operate the venue with support from the Victorian Government through Creative Victoria. Church is designed to reduce financial barriers for artists by removing upfront venue hire costs and providing technical, production and marketing support.

The venue launches in August 2026 with its first program of live performances.