Photo Credit: Alex Pitt.
The inspiration for the new identity system came from theatre itself, and its ever-present contrasts: between comedy and drama, light and dark, offstage and center stage. The hidden and the visible, and the fact that much of what audiences see on stage is only a small piece of what goes on behind the curtain.
Bold typography and a bright, fun, yet contrasting color palette gives the identities a new and striking feel—and allows them to appear distinct, while still remaining in the same family.
An array of graphic elements and colors were established in an extensive set of guidelines to activate the brand across a variety of different channels, from on-site collateral to advertising, and social media.