The Queen’s Theatre had recently appointed a new artistic director, and as a result the brand positioning needed to be developed to reflect the new creative endeavours. As part of the wider refresh under its new artistic director Douglas Rintoul, the visual rebrand positions the 60 year-old theatre as the local cultural flagship for outer Easter London and Essex – the “jewel in the crown” of its community – with a national profile.
After winning the competitive pitch, Ave Design began work with a project steering group to devise full brand and digital strategies.
The rebrand, including an umbrella brand and sub-brands, includes a new logo and a bespoke font both of which capture the energy, dynamism and passion of the organisation, as well as reflect its new creative endeavours and commercial offer. Speech bubbles add personality, and represents the theatre’s endeavours to create and deepen dialogues with its audiences.
The new website provides clearer navigation, improved functionality and a streamlined user experience along with rich interactive content that ensures it is accessible and engaging to all segments of its customer base; from customers, participants, industry partners to funding bodies. The website build is complex, involving e-commerce CRM integration in order to facilitate donations and the sale of tickets and membership subscriptions. The design is welcoming to new visitors, reflecting the warm welcome they would receive from staff in the theatre itself.
Last year we started to talk to design agencies. We received 20 pitches including some close to home and others from further afield. We awarded AVE Design the project; they understood our organisation and ambition the most. With them, we embarked on an exciting journey, which included conversations with our audience and workshops with staff, audience and partners. I learnt so much about the theatre through this process. We hope you like the way we look. We ’re delighted with the result. It captures the spirit of the organisation. It’s creative, warm, colourful, approachable and chatty.