Paoli Smith was appointed by the Whitehorse City Council to name and develop the brand strategy for a new performing arts centre in Nunawading designed by renowned firms, Kerstin Thompson and BKK Architects.

The new centre was replacing a former cultural venue with a committed and loyal subscriber base. Building on local goodwill, our task was to position the new venue as a community focused precinct and launch a state-of-the-art landmark that would transform the arts and cultural offering in Melbourne’s east.

Set in expansive parkland, its design included a 600-seat auditorium with an orchestra pit, a 200-seat studio theatre, rehearsal and multipurpose function rooms for hire and an outdoor soundshell for community festivals.

While the centre was under construction, we embarked on an extensive brand building exercise. Working closely with council, we managed extensive stakeholder and community workshops to gain audience insights and establish the foundations of the name and brand strategy.

Inspired by architectural elements, The Round, a name that symbolises inclusion, accessibility and welcome, opened in 2023.