Theatre Works is an independent theatre company in the bayside suburb of St Kilda, Melbourne. The company boasts 36 years of Australian theatre and has been a stepping stone to the career of many Australian actors, playwrights, designers and directors. For its Season 2017, the company wanted a radical change on how it looked and on how it is perceived in the current theatre landscape.
Theatre Works has a rich history and a well-regarded place within the arts industry in Melbourne. Its visual identity, however, was looking tired and not resembling its edginess and artistic values. The company’s website was also outdated and not compliant with modern web requirements. The challenge was to redefine the company’s brand and values, incorporating them into a new visual style and launching a new website that reflected the company’s new direction.
We managed the re-branding of Theatre Works including research, audience research and customer segmentation, market analysis, definition of brand strategies, visual identity design and implementation of WordPress website, from concept to delivery. The minimal visual identity brings Theatre Works back the basics, yet the strong typography and visual elements used emphasise and solidify its place in the industry.
Upon a successful launch of their Season 2017 in November 2016, the new identity and website were unveiled. With more than 20,000 monthly visits, the new Theatre Works is established amongst its peers as a contemporary theatre company for new Australian works, and the revitalised image helped to enhance the perception of quality throughout the company’s offerings.