CHURCH: GEELONG’S BOLD NEW STAGE FOR INDEPENDENT ARTISTS

Geelong’s newest live performance venue, Church, has been unveiled with a striking identity crafted by creative agency 3Scoops. Restored from a 19th‑century church, the venue promises to be a home for independent artists, blending heritage architecture with contemporary design to create a space for discovery, creativity and connection.  

A historic building in Geelong has been reborn as a bold new cultural landmark. Church, the intimate live music and performance venue operated by Geelong Arts Centre, has launched with a striking identity developed by creative brand agency 3Scoops, part of Jaywing.  

The venue, located at 71 Ryrie Street, has undergone extensive restoration and upgrades, including structural improvements, acoustic treatment and a complete internal fit‑out. The result is a professional‑grade performance space that retains the integrity of its 1800s fabric while offering a contemporary platform for emerging talent.  

Church is designed to serve independent artists, providing a stage where creativity takes precedence over profit. Its inaugural programme of gigs sets the tone for a venue that aims to bridge the gap between talent and opportunity, positioning itself as a place where the scene begins rather than ends.  

For 3Scoops, the challenge was to create a brand identity that honoured the building’s heritage while resonating with new audiences. The agency drew inspiration directly from the architecture, making the church’s distinctive arched doorway the defining graphic device. This motif has been transformed into a symbol of invitation, creativity and possibility, supported by a modern colour palette and visual system.  

Lach Ryan, head of brand and creative at 3Scoops, explained: “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.”  

He added: “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.”  

Deirdre McGuane, director of marketing, audience and development at Geelong Arts Centre, said: “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.”  

Supported by the Victorian Government through Creative Victoria, Church is now open and ready to welcome audiences to its slate of live music, comedy and theatrical performances. With its heritage reborn and its identity firmly established, Geelong’s newest venue is set to become a defining space for the city’s cultural future.