New Project: An exciting new cultural era for Goulburn Town Hall

We are delighted to be working with Goulburn Mulwaree Council and Brewster Hjorth Architects as wayfinding and interpretive graphic designers for the new Goulburn Performing Arts Centre.

Opening in late 2021, the Goulburn Performing Arts Centre will be a landmark theatre located on a remarkable historic site.

Designed by Brewster Hjorth Architects, the new theatre incorporates the original Goulburn Town Hall, which was built in 1887. The Town Hall has always been a focal point for the city’s cultural life, so it’s wonderful to see how respectfully it is being restored and repurposed. The original façade by local architect E.C. Manfred remains, while the Town Hall is being converted into a foyer that leads to a new structure at the rear: an auditorium with 420 seats, plus spaces for smaller events and workshops.

BrandCulture was appointed to design interpretive graphics that celebrate the site’s incredible history. We have also created a striking brand identity, wayfinding and identification signage, which will help to set the stage for an exciting new era for Goulburn.

An incredible cast of historic characters

Before Goulburn Town Hall was built in 1887, the site was formerly a meeting place, police lock-up, gaol and courthouse, to name just a few of its previous uses. The Town Hall opened at a time when Goulburn was booming, and it heralded Goulburn’s arrival as a regional centre of governance.

We have loved learning about Goulburn’s history and all the people who have made the city it is today. We are now bringing some of their stories to life through a suite of interpretive graphics, which will adorn the walls of the venue, which is on track to open later this year.

Planning is underway for the inaugural 2022 season, which looks set to offer musical theatre, dance, opera, circus arts, comedy and shows for children. The venue will set the benchmark for regional performing arts centres, and it’s been an honour to watch it come to life. We can’t wait to unveil our wayfinding, branding and interpretive graphic designs later this year.

 Above and bottom right: Images by Brewster Hjorth Architects. Below: the original Ground Floor plan for Goulburn Town Hall by architect E.C. Manfred (Source: Goulburn Historical Society); Goulburn Town Hall in 1899 (Source: Town & Country Journal 22, April p32).