ROAM Gee­long
A cel­e­bra­tion of creativity

Brand Iden­ti­ty
Web­site and dig­i­tal design
Mar­ket­ing collateral
Signage

Super­bold part­nered with the City of Greater Gee­long to cre­ate the brand, web­site and full suite of visu­al com­mu­ni­ca­tions for ROAM Gee­long — an annu­al arts event like no oth­er, where joy, curios­i­ty and imag­i­na­tion come to life.

Held in Geelong’s cul­tur­al heart, ROAM trans­forms the city into a vibrant, walk­a­ble play­ground of art, per­for­mance and con­nec­tion. Span­ning key cul­tur­al land­marks — from John­stone Park through to Lit­tle Mal­op Street — the fes­ti­val invites audi­ences to roam through a dynam­ic pro­gram of elec­tri­fy­ing live acts, immer­sive instal­la­tions, strik­ing visu­al art, large-scale pro­jec­tion, and phys­i­cal the­atre. Day turns to night as the city lights up with cre­ativ­i­ty, ener­gy, and a col­lec­tive sense of wonder.

The brand was inspired by the festival’s bound­less cre­ativ­i­ty and the idea of see­ing art — and Gee­long itself — through a dif­fer­ent lens. At the cen­tre of the iden­ti­ty is a sim­ple cir­cle shape, act­ing as a visu­al metaphor for a view­ing lens, artist spot­light, and com­mu­ni­ty gath­er­ing point. It also reflects the move­ment and momen­tum of the event — the turns tak­en while explor­ing the fes­ti­val, the shift­ing per­spec­tive of dis­cov­ery, and the feel­ing of being drawn from one expe­ri­ence to the next.

This cir­cle becomes a can­vas with­in the ROAM logo and wider iden­ti­ty sys­tem, enabling infi­nite inter­pre­ta­tions and vari­a­tions to cre­ate an ever-chang­ing visu­al lan­guage. Each vari­a­tion is inspired by the art­work fea­tured in the fes­ti­val, the atmos­phere of the event, and the com­mu­ni­ty it brings togeth­er — ensur­ing the brand always feels alive, expres­sive and in motion.

The design sys­tem was built for ver­sa­til­i­ty across all touch­points, from dig­i­tal pro­mo­tion and event sched­ules to large-scale wayfind­ing and sig­nage through­out the precinct. Bold colour, ener­getic com­po­si­tion and a flex­i­ble graph­ic toolk­it help ROAM stand out in the cul­tur­al cal­en­dar — cap­tur­ing the festival’s play­ful spir­it while cre­at­ing a dis­tinc­tive and own­able visu­al iden­ti­ty that can evolve year after year.