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.

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.

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.

The logo combines the 3 initial letters of The New Theatre into 1 simple mark. This mark is completely rotatable – allowing applications and messaging to be flipped on its head. The device is used to communicate the theatre’s aims for constant reinvention, unexpected twists and alternative viewpoints.This brand is born to merchandise. The simple yet striking rotatable ‘NT’ device works across everything – from badges, bags, wine and beer labelling to t-shirts and tickets.