Footscray Community Arts
Creating a dynamic art institution rooted in place
Originally named FCAC, Footscray Community Arts was established in 1974 with a clear agenda of promoting access to the arts for all. Since day one, the centre has supported, developed and presented contemporary arts in collaboration with its communities of focus – First Nations, culturally and linguistically diverse, LGBTIQA+ and artists with disability – connecting them with audiences in Melbourne’s West.
After almost 50 years, the organisation has developed a reputation as a dynamic arts centre – creating an opportunity for it to leverage that equity, advance its offering and begin a new era.
The board engaged Round to help establish a new strategic vision and brand for this evolution – one that spoke to local, national and international audiences without sacrificing grassroots authenticity.
From a community arts organisation to a contemporary arts leader
The community foundations of Footscray Community Arts are fundamental to its past, present and future – and to the basis of our work. We began the project with a consultation process that engaged diverse communities, ensuring their representation in the organisation’s evolution.
By connecting with these groups and hearing from them directly, we ensured First Nations, culturally and linguistically diverse, LGBTIQA+ and artists with a disability would continue to play an important role in its new direction.
For us, the first step in that new direction was to bring the spirit of the West front and centre in the organisation's name. After developing a naming strategy, the FCAC acronym was replaced with Footscray Community Arts to cement the importance of place.
From a lack of clear positioning to owning art, communities of focus and Melbourne’s West
Footscray Community Arts has always been a space for ideas, conversations, community, and self-expression – where artists are empowered to share their voices. This guiding notion led us to develop the brand positioning ‘A Part of Us’.
With this positioning, we understood the organisation as a leader at the intersection of contemporary and community art through the combination of its independence, bold programming, innovative art practices and dynamic thinking.
From an inconsistent visual and verbal identity to a brave and bold brand
Using the brand position ‘A Part of Us’, we developed a brand identity that utilises a fluid framing device to hero the voices that Footscray represents – the many parts of ‘us’ that create a whole.
Through the mechanism of framing conversations and ideas that are important to Footscray Community Arts, we elevated them – creating forward-thinking conversations while remaining adaptive to change.
From unclear participation points to accessible customer journeys that deepen engagement
Rolling out the new brand included a focus on always-on digital and social platforms – ensuring both artists and audiences felt connected to the organisation. By creating an exceptional experience for people in every touchpoint – physically via wayfinding and digitally via online and social – together, we increased and deepened engagement with the community.
Providing pathways and encouraging active participation from visitors allows them the opportunity to connect with issues facing Footscray Community Arts’ communities of focus – and understand the role of the organisation in preserving those connections.