Silo Theatre Case study SILO THEATRE IDENTITY by Alt Group Auckland

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Industry Business equipment & services, Corporate Image
Media Case study
Market New Zealand
Agency Alt Group Auckland
Creative Director Dean Poole Alt Group
Designer Mark Zibert, Illusion Co. Ltd. Bangkok, Kris Lane, Emma Hickey, Anna Myers, Alan Wolfgramm Alt Group, Aaron Edwards
Photographer Toaki Okano Toaki Okano Photography
Released May 2013


Cannes Lions 2013
Design Lions Small Scale logo and visual identity Silver

Credits & Description

Type of entry: Graphic Design & Design Crafts
Category: Small Scale logo and visual identity
Advertiser: SILO THEATRE
Product/Service: IDENTITY
Photographer: Toaki Okano (Toaki Okano)
Designer: Sons & Co. (Sons & Co.)
Designer: Kris Lane (Alt Group)
Designer: Alan Wolfgramm (Alt Group)
Designer: Aaron Edwards (Alt Group)
Designer: Emma Hickey (Alt Group)
Designer: Anna Myers (Alt Group)
Designer: Dean Poole (Alt Group)
Creative Director: Dean Poole (Alt Group)
Brief Explanation
In the past its campaigns were show-based, which by their nature are temporary. A singular colour combined with a standardised approach to typography assisted in building a strong visual link between shows, seasons and the company's brand.
Describe the brief from the client
Silo Theatre has built a reputation on edgy, avant garde theatre. The new brand needed to reinforce the core values and personality of the company as well as building long-term strength and recognition.
Design Process
The Silo logo mark has been made by arranging the letters of the name to depict an image of a face. As a symbol it references the Greek comedy and tragedy masks, which have become the universal signifier for theatre. The Silo logo is a facial expression of surprise and shock; synonymous with the company's ambition to perform challenging contemporary theatre.
To launch the Silo 2012 season a series of campaign images were created that hint at the underlying themes of each play. The art direction references the soft forms of surrealism and the preoccupation with dismembered limbs.
Silo Theatre's online presence was updated with a new website, blog and Twitter/Facebook profiles.
As a result, online subscriptions have increased yearly; from nil in 2010 to 40% of the 2012 Season. Silo's direct contact has meant increased promotion of side-events and direct communication with a new audience in Silo's own irreverent tone.
Website visitors in 2012 increased to 100,000 - 60% of which are new. Site engagement increased significantly, with an increase of 30% of pageviews and 20% increase of time on site.
Photography from the website has spread through Pinterest and design blogs, reaching a wider audience.