Interbrand rebrands SydneyNew Theatre to mark 80 years of edgy, independent theatre

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SEASON POSTCARDS.jpgThis year, New Theatre turns 80. To help mark the occasion they approached Interbrand to undertake a complete rebrand, encompassing both their visual and verbal identity, 2012 season collateral and environmental signage.

This ethos is celebrated through a bold and unexpected identity. At the centre of it all, a new logomark referencing unexpected twists and turns in the form of an ‘NT’ device, that stems from the word mark. The unique mirrored structure of the mark allows applications and messaging to be rotated. The device is used to communicate the theatre’s aims for constant reinvention, transitions and alternative viewpoints. It allows New Theatre to sit proudly at the centre of their productions, literally stamping them and claiming them as their own. The idea of ‘new’ collaborations with local businesses and the community also comes to life through product and event partnership.

New Theatre is one of Sydney’s oldest, proudest and most independent theatre’s. With 80 years of rich history, firm beliefs and an undeniable passion for the arts, New is a peoples theatre in the truest sense. Their ethos is about celebrating alternative theatre, offering unexpected twists and engaging experiences, and helping to grow the careers of anyone and everyone who wants to get involved.

 

For the 2012 season collateral we devised an unexpected, bold and simple system. Verbally the posters are led by surprising, curious and edgy headlines that offer knowing insights into each show. Visually we avoided the cliché of glossy, dramatic portraits of actors and instead opted for simple, relevant, one colour, iconic images. The New Theatre brand dominates the season aesthetic, employing a layered, screen printing aesthetic, the work speaks to New’s grass roots approach.

 

“Working for clients like New Theatre is hugely important to us. Being able to contribute to Sydney’s arts culture is always a priority for the agency. As communicators, helping to provide a voice for a passionate team of people with such a creative and rich history is very satisfying. It also reinforces our belief that smaller, less affluent clients are just as deserving of big ideas and strong brands as our corporate clients are.” Mike Rigby and Christopher Doyle, Interbrand.

 

“Interbrand has succeeded in putting the “new” back into New Theatre. As we celebrate our 80th Anniversary, Interbrand has helped us to re-energise our company by giving it a much needed facelift which will not only change the way our audiences view us, but allows us to re-think how we view ourselves. Their work has resulted in a powerful and uniting brand that captures the core of what New Theatre always has – and always will be – about, whilst ensuring that we stand out within the ever-changing landscape of Sydney’s theatre scene. The results of Interbrand’s work for us expresses the energy, passion and pride that makes our theatre great, and we could not be more pleased or proud.” Luke Rogers, General Manager, New Theatre

 

Client: New Theatre

Creative Director: Mike Rigby

Design Director: Chris Doyle

Strategy: Michelle Traylor, Dean Christie, Gareth Stewart

Designer: Eric Ng, Diana Chirilas

Writing: Chris Lamont, Lex Courts, Chris Doyle