Ballarat Sports & Events Centre
A new stadium brand to get people cheering
Ballarat City Council wanted to put Ballarat on the map as a major Victorian destination for sport with the launch of their new State-of-the-Art basketball stadium.
The brief
Ballarat City Council engaged us to develop a brand strategy, name and visual identity for the centre that paired community with corporate considerations, reflecting the centre’s vision of providing great experiences for all but also having a long-term vision to be a viable State, National and International venue.
The strategy
Conducting a landscape analysis helped us to first understand where B.SEC was positioned amongst direct competitors but also in relation to global best practice.
Through workshops and interviews with the reps from all of the Ballarat sporting associations as well as Council members we developed a strategy that identified some key insights for building the brand. These included:
- a desire to put Ballarat on the map as a major Victorian destination for sport
- the need to be flexible, with the centre also being used as a community and education hub
- it should be a safe, welcoming space that connects and inspires people.
The B.SEC name was chosen amongst a list of options we put forward that explored geography, history, heritage and sporting terms. The new name carried equity and recognition amongst locals and was reinforced by the fact it was short, memorable, logical and followed best practice of other renowned sports centres (such as MSAC).
The brand
Both the logo and extended visual language make a feature of the dot within the acronym (symbolising a ball) – representing the motion of sports and the idea of getting people energised and moving. This combined with the style and treatment of photography convey a sense of aspiration and connection.
Furthermore, we utilised the separation of the B. as a call to action for communicating the centre’s values – B. Connected, B. Inspired.
