Developed in partnership with Hypnosis Creative Agency, the new identity is inspired by the physical and emotional experience of being on the grounds. Drawing cues from the movement of light and the play of shadows across heritage buildings and under the trees, the brand invites moments of stillness and curiosity; creating space for reflection and creativity.
Organic shapes, a bespoke typeface, and a warm, expressive colour palette come together in a flexible visual system that feels open, calm and alive. At its heart is an abstracted logomark built from the letterforms of WFAC—designed to be read as both typography and form—echoing transformation, movement and the sense of anticipation felt when entering the Centre.
Open, welcoming and accessible, Walyalup Fremantle Arts Centre continues to be a vibrant multi-arts hub where visual arts, live music, creative learning and community-focused cultural experiences thrive.
Prudence Riley, Audience and Engagement Lead at WFAC, said the said the refreshed identity better reflects the lived experience of the Centre.
“The Arts Centre means something different to everyone.” Riley said. “Our new identity captures the warmth and openness of the place — within the logo you might see letters or something else entirely – a paint stain on a studio floor, the energy of a live music crowd, or the shapes of Walyalup’s land and waterways. It’s a brand that leaves room for personal meaning, just as the Centre itself does.”
The rebrand marks a considered evolution rather than a departure—capturing the rhythm, atmosphere and creative possibility of the Centre, and inviting audiences to experience it with fresh eyes.
ENDS
Media contact:
Ella Boekeman | Walyalup Fremantle Arts Centre | ellabo@fremantle.wa.gov.au
