Brand strategy and creation for a beloved local theatre

Services employed:

The Abergavenny Borough Theatre is well known in South Wales for consistently attracting headline acts. From The Beatles in 1963, through to Lee Evans in more recent years, The Borough Theatre provides an exclusive setting. We were approached to evolve their brand with a view of retaining the love of their current, loyal audience, whilst attracting new, young blood.

Drawing the curtains on a dated perceptions

Over the years, many theatres across the UK have evolved with the times. Brand, tone of voice and choice of shows need to appeal to young and old audiences alike. The Borough Theatre knew that the longevity of their success was dependant on brand perceptions. Theatre is meant to be fun and engaging, pushing the boundaries of cultural and topical interests. Although this had always been at the forefront of their minds when it comes to their shows and events, they knew that this didn’t shine through in their current brand.

Setting the stage for a new brand

Working closely with the wonderful team at The Borough Theatre, our designers began to research trends from leading competitors. It was clear that bold, playful and disruptive fonts and colours were being used by many theatres to attract younger generations. Prestigious theatres were taking a more traditional approach to their brand and marketing.

Our design team set about creating a brand that sits well in traditional and emerging settings. The chosen brand has proven to be a huge success and provides an adaptable logo that can evolve with changes in the market, without losing its original identity. It sits beautifully and elegantly on posters for traditional theatrical events, whilst having the capability to be reversed out into black and white to present as youthful and progressive.