Situated on the site of the former Artillery Drill Hall and Fly By Night Musicians Club in the heart of Fremantle, Freo.Social is an ambitious venue conceived as the new heart of its community – with co-working spaces, a nanobrewery, food trucks, shows, and much more. With its impending opening, its owners needed to communicate this vision to its stakeholders and the general public.
Create a brand that would pay respect to the venue's heritage, whilst staking its claim as a social and creative hub for the community.
Freo.Social is a brand built for a social generation; one that pays homage to the venue’s military and musical heritage whilst celebrating creative and social communities. The venue's launch has been a resounding success – with back-to-back shows scheduled between now and the end of the year, many of which are sold out or selling out.
Naming & Brand Identity
Images Courtesy of The National Trust
In envisioning one of the most eclectic venues Perth has ever known, a significant history spanning nearly 125 years had to be considered.
The venue began its life notably as an Artillery Drill Hall during World War I, where it housed troops for gun practice and drill movements. In 1986, it became the Fly By Night Musicians Club. Some of Australia’s most iconic artists Bon Scott, Tame Impala, John Butler got their start in Fremantle, back when The Fly By Night was a vital part of propelling the local music scene to the big stage.
In 2014, it was announced that the venue was to be refurbished in cooperation with National Trust of WA with support from the WA State Government. This is where Freo.Social’s story began.
different by name, different by nature
Freo.Social is unlike any other venue seen before in Perth or Fremantle, so this was reflected in its unconventional name. By using its URL to demarcate it, Freo.Social not only entails the venue’s multifaceted nature, but reiterates its online presence.
The look and feel of the brand borrows from music gig posters and military insignia to create something that’s rough around the edges and true to its lineage.
Freo.Social’s website brings their broad activities and offering under individual feeds, creating a feeling of never-ending activity.
As the venue grows and evolves, the strategy for the Freo.Social website is to develop it into a portal to promote Fremantle arts and cultural events at a broader level.
A social brand at heart
Promoting both the venue itself and the incredible roster of talent that it would be hosting was imperative to its success. Social media was used extensively to attract punters as its opening drew near and as shows were added.
The brand allowed for a rapidly executable, flexible system for street posters, social media, motion graphics, and digital content.