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

As operators of the future Nyaal Banyul Geelong Convention and Event Centre, Melbourne Convention and Exhibition Trust (MCET) celebrates the unveiling of the brand for the venue.

The brand 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.

MCEC Chief Executive Natalie O’Brien AM is thrilled to launch the inaugural brand for Nyaal Banyul.

“We’ve collaborated with the Wadawurrung Traditional Owners to develop a brand that the whole Geelong community can be proud of, as well as creating a captivating value proposition for customers and visitors, that encourages belonging, sharing and seeking.”

Nyaal Banyul invites all that visit to seek a new perspective, through the shared knowledge and ideas events held at the venue foster, and experiencing the venue design influenced by Wadawurrung stories of Country. Nyaal Banyul invites people from around the world to connect and exchange transformative ideas, inspired by the waterfront landscape of Geelong/Djilang.

MCEC Head of Marketing, Elizabeth Kozmevski said the new venue offers an exciting opportunity to build the brand from the ground up.

“It’s an honour to create a brand with deep meaning and purpose for Nyaal Banyul, leading with story of country and reflecting the energy of Geelong.

The new brand embodies our goals for Nyaal Banyul, creating a space for belonging and gathering, where individuals can not only share and seek knowledge, but also be inspired by the diversity of landscape and cultural heritage that surrounds us,” she added.

With its unique blend of cultural influences and stunning waterfront views, Nyaal Banyul is poised to become a hub for collaboration and inspiration, where transformative ideas from around the world are brought together.

Nyaal Banyul’s brand mark, created by brand agency The Contenders, is influenced by the hills and layers of Country that come together to form an eye, symbolising enlightenment and perspective. It encourages a deeper appreciation and renewed viewpoint, through iconic, playful and bold symbology.

The colour palette reflects the ever-changing natural light of Sky Country that floods the region from sunrise/Pilk Purriyn, sunset/Tali-talik and into night/Murrkal.

Nyaal Banyul’s brand pays homage to the site’s history as a gathering place. For thousands of years, the Wadawurrung People have come together to yarn, 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.

Wadawurrung Woman, Corrina Eccles said, “The name Nyaal Banyul encourages people to open their eyes to the hills of Wadawurrung Country, for these hills hold our stories, resources and our strong sense of belonging. The brand acknowledges our deep connection to this place, the Western Cliffs of Djilang, which have always been a gathering place for Wadawurrung People.”

Nyaal Banyul Geelong Convention and Event Centre is in a premium location, with the sea on the doorstep, views across the bay and hills surrounding, and in the heart of Geelong’s vibrant city.

Managing Partner of The Contenders, Joe Rogers said “To get the opportunity to work with a gifted narrative and name has been a career highlight for our team at The Contenders. We are so proud of the work as it reflects a genuine partnership between the Wadawurrung Traditional Owners, Liz and her team at MCET, and the people of Geelong”.

Pre and post event, attendees are spoiled for choice with some of Australia’s best craft breweries, local wineries, farm gates and provedores, and vibrant creative scene all on Nyaal Banyul’s doorstep. We invite future visitors to linger longer, to marvel at the region, to engage with new ideas, to form new connections.

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 first look at the new brand here.