THE NEW THEATRE Design & Branding NEW THEATRE BRAND IDENTITY by Interbrand Group



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Industry Cinemas, Theatres & Concert Halls
Media Design & Branding
Market Australia
Agency Interbrand Group
Creative Director Mike Rigby
Art Director Chris Doyle
Designer Eric Ng, Diana Chirilas
Released December 2011

Credits & Description

Category: Charities & Not For Profit
Advertiser: NEW THEATRE
Product/Service: NEW THEATRE
Creative Director: Mike Rigby (Interbrand)
Art Director: Chris Doyle (Interbrand)
Designer: Eric Ng (Interbrand)
Designer: Diana Chirilas (Interbrand)
Writer: Chris Lamont (Interbrand)
Writer: Lex Courts (Interbrand)
Motion Designer: Mike Tosetto (Interbrand)
Media placement: 1 A6 card - Theatre - December 3, 2011

Describe the brief from the client
We were tasked with breathing new life into a tired theatre brand. New Theatre is one of Sydney’s oldest, proudest and most independent theatres. It’s a people’s theatre in the truest sense. Their ethos is about celebrating alternative theatre, offering unique perspectives and unexpected twists, engaging experiences and helping to grow the careers of those involved. New Theatre already had a great personality; we just had to help them express it.

Describe the challenges and key objectives

New Theatre needed an identity that was economical, flexible, and iconic. It also needed a visual and verbal system that would allow the theatre, and the team-working there, to play more of starring role. They needed to take ownership of their Seasons, presenting their own takes on shows and find a way to communicate the strong, proud culture that has been the foundation of their rich 80-year history.

Describe how you arrived at the final design
At the centre of the bold and unexpected new identity is the ‘NT’ logo device. This logo combines the 3 initial letters of The New Theatre into 1 simple mark. The unique mirrored structure allows applications and messaging to be rotated. This simple device captures the theatre’s aims for constant reinvention, unexpected twists, and alternative viewpoints. It also allows New Theatre to sit proudly at the centre of their productions, literally stamping their mark on productions and other collateral, claiming them as their own.

Give some indication of how successful the outcome was in the market
Early indications are overwhelmingly positive – leading to an energised work force and an excited public. Following a sold out opening night and increased ticket sales, it looks as though 2012 will see New Theatre fully harness their culture, personality, and brand.