Eye-opening brand revealed for Geelong’s new convention centre

Operators of Australia’s future Nyaal Banyul Geelong Convention and Event Centre, Melbourne Convention and Exhibition Trust (MCET), have unveiled the venue’s new brand which draws upon the name gifted by Wadawurrung Traditional Owners, Nyaal Banyul, meaning ‘Open your eyes to the hills’. MCET has engaged with Wadawurrung Traditional Owners Aboriginal Corporation throughout the brand development process, creating a shared vision for the future venue. Nyaal Banyul invites all that visit to seek a new perspective and to experience the venue design influenced by Wadawurrung stories of Country. The bold brand mark, created by The Contenders agency, is influenced by the hills and layers of Country that come together to form an eye, symbolising enlightenment and perspective. The colour palette reflects the ever-changing natural light of Sky Country that floods the region. Nyaal Banyul’s brand also pays homage to the site’s history as a gathering place. For thousands of years, the Wadawurrung People have come together, to talk, celebrate, share songs and dance, trade, make decisions, solve problems and pass on knowledge, aligning with the purpose of the future convention and event centre. Located in the heart of Geelong city, Nyaal Banyul Geelong Convention and Event Centre has the sea on its doorstep, and views across the bay and hills surrounding. MCEC chief cxecutive Natalie O’Brien AM, says: “We’re thrilled to launch the inaugural brand for Nyaal Banyul, which celebrates First Nations culture and storytelling and is influenced by the architecture of the venue.” Pre and post event in the locale, attendees can experience some of Australia’s best craft breweries and wineries, and a vibrant creative scene. Nyaal Banyul Geelong Convention and Event Centre is part of the Geelong City Deal, a collaborative partnership to transform Geelong and the Great Ocean Road by the Australian and Victorian Governments with the City of Greater Geelong. Construction of the new centre is underway with completion and opening in 2026. Take a look at the new brand here.