City of Ballarat

B.SEC Brand Strategy and Identity

The Ballarat Sports and Events Centre (B.SEC) is a new State-of-the-Art, purpose-built stadium located in North Ballarat. The City of Ballarat is currently working towards its vision for the area to be one of Regional Australia’s best sporting and events precinct.

Celsius was engaged by Council to develop a brand strategy, a name and a visual identity for the new stadium.

We first began this process by conducting stakeholder workshops to determine fundamental elements such as the purpose, mission and personality of the centre. Once a robust brand platform had been created, we undertook research and development of a name, exploring all possibilities including ties to geography, history and heritage of the land on which it is built as well as terms connected to sport and the centre’s vision.

In the end, B.SEC (for which the old centre had been casually but affectionately known as over a long period of time) was the most fitting.

We then began work on design concepts for the logo and visual language with the intent to create a vibrant and engaging identity that brings out the centre’s desired personality of being energetic, genuine, confident and friendly.

The brand pairs 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.

  • Brand Identity
  • Branding
  • Strategy & Copy