The Geelong Arts Centre is home to the region’s strengthening creative and performing arts community. It provides a connection between Geelong and the world’s creative talent and facilitates community participation with the arts. The recent refurbishment by Hassell, forming Stage 2 of the site’s master plan, has helped to reaffirm Geelong as Australia’s first City of Design and its position within the UNESCO Creative City Network.

Semaphore’s wayfinding strategy focused on defining the reconfigured entry experience from Ryrie Street and clarifying the new journeys within the foyer space. The signage design was strongly informed by the architect’s use of bronze and the building’s statement piece – the iconic undulating timber batten wall of the Playhouse Theatre. Extending up from folded bronze portals, integrating with columns, or projecting out from the timber battens, the signage provides cues at each stage of the experience and builds on the sense of occasion offered by the award-winning interior.