The Victoria Theatre in Halifax, West Yorkshire, opened its doors back in 1901 – it’s over 100 years old and is still to this day the biggest theatre in Calderdale. An impressive history and a culture of work, play and making memories was something they wanted to shout about, but they had no brand identity to do it.
Evoking nostalgia and bringing magical history to life - A brand to create a buzz around the Victoria Theatre storytelling culture.
Their logo was a start, but they needed something to wrap around it and make them stand out against the plethora of acts they were promoting. Their remarkable brand was invisible in their own marketing materials, and needed bringing to the fore with a rather grand bang.
Bang and the brand is transformed… The Victoria Theatre – Where Stories Live. We developed an exciting strapline and powerful messaging as a strong opening proposition for the brand, something that communicated the synergy of the visitors, staff and performers in creating and building stories together. Illustrative graphics originated based on the theatre’s beautifully inspiring architecture, providing a visual language for their historical culture and seamlessly integrating the acts with the building through the power of design.
The brand is far from conservative with its flexible new colour pallette and bold typeface, designed to suit all of their theatrical seasons and run proudly throughout their marketing materials. The strong new identity is something that now tells their story, and certainly made their seasonal brochure – a key focus for the theatre – gallantly stand out.
The initial season brochure saw pick up rates increase by 20%, which have now levelled out to be consistently higher than their previous brochures. This visible brand now has longevity, enabling the inspirational theatre to continue creating more history for many years to come.