South East Centre for Contemporary Art: A New Identity by Primary Works

Nestled in the picturesque landscape of Bega, a small town on the far south-east coast of Australia, the South East Centre for Contemporary Art (SECCA) emerges as a striking new cultural landmark. This transformation, led by the creative minds at Primary Works, reimagines the town’s existing gallery, positioning it as a bridge between the local arts community and the global contemporary art scene.

The foundation of SECCA’s brand identity finds inspiration in the bold architectural design by Sibling Architecture. The building’s porous facade, with its distinctive cutaways, informed the creation of a custom stenciled display typeface developed in collaboration with Wei Huang. This bespoke typography not only echoes the geometric nuances of the structure but also symbolizes openness and boundary-breaking, reinforcing the gallery’s mission of cultural connection and artistic exploration.

The visual identity extends beyond typography into a carefully curated color scheme that captures the essence of Bega’s natural environment. The bright yellow hues reference the building’s awnings while evoking the sunlit landscapes of the Sapphire Coast. Alongside verdant greens, these colors subtly integrate SECCA’s branding with its surroundings, fostering a sense of warmth and local identity.

Primary Works’ vision for SECCA goes beyond physical space. The brand refresh includes a dynamic new website, designed to function as an immersive, interactive platform. With a salon-style landing page, the website offers a customizable display of news updates and artworks, serving as a living cultural notice board for the community. This innovative digital presence ensures that SECCA’s exhibitions, events, and archived collections remain accessible to both local audiences and international art enthusiasts.

The rebranding of SECCA is a testament to Primary Works’ commitment to crafting transformative, strategic design solutions. Based in Sydney, the independent creative studio seamlessly blends strategy, design, and technology to shape compelling brand identities. Their approach—anchored in usefulness, clarity, and beauty—has earned them multiple accolades from the Australian Graphic Design Association (AGDA) and recognition on esteemed platforms such as Brand New and Visuelle.

By redefining SECCA’s identity, Primary Works has not only enhanced the gallery’s presence but has also contributed to elevating Bega as a destination for contemporary art. This project stands as a prime example of how thoughtful design can bridge communities, landscapes, and the global art world, setting the stage for a thriving cultural future.

South East Centre for Contemporary Art: A New Identity by Primary Works

Nestled in the picturesque landscape of Bega, a small town on the far south-east coast of Australia, the South East Centre for Contemporary Art (SECCA) emerges as a striking new cultural landmark. This transformation, led by the creative minds at Primary Works, reimagines the town’s existing gallery, positioning it as a bridge between the local arts community and the global contemporary art scene.

The foundation of SECCA’s brand identity finds inspiration in the bold architectural design by Sibling Architecture. The building’s porous facade, with its distinctive cutaways, informed the creation of a custom stenciled display typeface developed in collaboration with Wei Huang. This bespoke typography not only echoes the geometric nuances of the structure but also symbolizes openness and boundary-breaking, reinforcing the gallery’s mission of cultural connection and artistic exploration.

The visual identity extends beyond typography into a carefully curated color scheme that captures the essence of Bega’s natural environment. The bright yellow hues reference the building’s awnings while evoking the sunlit landscapes of the Sapphire Coast. Alongside verdant greens, these colors subtly integrate SECCA’s branding with its surroundings, fostering a sense of warmth and local identity.

Primary Works’ vision for SECCA goes beyond physical space. The brand refresh includes a dynamic new website, designed to function as an immersive, interactive platform. With a salon-style landing page, the website offers a customizable display of news updates and artworks, serving as a living cultural notice board for the community. This innovative digital presence ensures that SECCA’s exhibitions, events, and archived collections remain accessible to both local audiences and international art enthusiasts.

The rebranding of SECCA is a testament to Primary Works’ commitment to crafting transformative, strategic design solutions. Based in Sydney, the independent creative studio seamlessly blends strategy, design, and technology to shape compelling brand identities. Their approach—anchored in usefulness, clarity, and beauty—has earned them multiple accolades from the Australian Graphic Design Association (AGDA) and recognition on esteemed platforms such as Brand New and Visuelle.

By redefining SECCA’s identity, Primary Works has not only enhanced the gallery’s presence but has also contributed to elevating Bega as a destination for contemporary art. This project stands as a prime example of how thoughtful design can bridge communities, landscapes, and the global art world, setting the stage for a thriving cultural future.