Geelong Arts Centre


  • Liquorice
  • Geelong Arts Centre


Geelong Arts Centre (GAC) has been an integral part of the artistic community in Greater Geelong since 1981. The Arts Centre recently took an ambitious step forward, refreshing their brand to support even bigger upgrades to their operating models and bricks-and-mortar spaces. With a new name and dynamic new brand in development, they approached Liquorice to help them express this new identity in the digital space with an updated website.

Key Features


We wanted to ensure the website offered an intuitive experience, making the discovery, research and booking process frictionless. We started with a question: Who are Geelong Arts Centre’s current and future audiences? To ensure the new site offered all users an elevated experience, we conducted workshops, user interviews, visitor surveys, visitor journey mapping, user flow mapping and one-on-one visitor interviews. From here we developed the content and information architecture, the UX, and ultimately the final high fidelity designs. We built on the new brand and developed logo animations that embodied the celebratory aspect of the Geelong Arts Centre’s personality.


The Geelong Arts Centre project involved a large and complex build; one that incorporated animated elements, ticket sales integrations, member logins and much more. As well as implementing the design and UX of the site, the website build had to accommodate a series of internal business needs for the Arts Centre. Each department within the organisation had unique needs, from the box office and venue hire department to the marketing team and beyond.

We utilised the Wagtail CMS to build a system that could import detailed event data from their ticketing system, manage a range of requirements for the various departments and allow complex editing permissions to enable each department to manage their own content. To create a fluid and seamless frontend, we heavily customised Wagtail’s API to feed a VueJS frontend app. This allowed for complex filtering of their events and calendar in a way that felt easy and intuitive for the user. Geelong Arts Centre now have a powerful and user-friendly CMS; one allows them to manage complex data sets in a highly automated way.


A rigorous UX process early in the project led to a category leading digital experience with a rich, informed, user centred interface. Every part of the website serves both the needs of the institution and the visitor with an equal focus and an incredible attention to detail.

The new website represents a confident, new Geelong Arts Centre; one that reflects the growth of Geelong, its audiences and its long-term commitment to the creative and performing arts.


We helped Geelong Arts Centre pivot from in person performances to live streaming through their website with great success — their first performances had 50% more viewers than the number of seats in their largest theatre. We recommended appropriate platforms for their audience and revenue model (Vimeo Pro and Youtube Live) and built embedding modules for the home page and event pages. The flexible Wagtail CMS was used to restructure their event calendar and event pages to feature ticketing and donation information. Finally, we set up scheduled content posts to ensure that the livestream videos would automatically appear at the correct time.

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Youtube / Vimeo

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