Sam Lane
Extended Practice
OUGD603
Wigan Little Theatre
Background
Target Audience / TOV
Wigan Little Theatre is a small, independent and intimate 230-seater theatre located in the centre of Wigan town with history dating back to 1943. It is a vibrant historic and beautiful building where you can enjoy both contemporary and traditional theatre and much more. The theatre is an exciting, friendly and vibrant place.
The Target Audience is primarily people who are based in the North West, so the tone of voice must reflect this. This could be enhanced by making the promotional material surrounding the brand specific to the Wigan region. The Target age is varied as their is a massive variety in performnces. They often tend to be families though, including children which needs to be considered.
Brief Outline
Deliverables
A Full Rebrand of Wigan Little Theatre. The most important thing is to keep the traditional values of the theatre but express them in a much more contemporary way. The original logo must be treated with care and updated in a professional way, that still politely considers the history of it’s original design. As the current has lasted over 50 years, the new logo must reflect the old and be able to be timeless enough to last another 50 years or more. The logo must be applied to all Web and Print based collateral and a design template must be created for the promotion of the theatre and it’s events in order to be easily editable for future reference. This includes ticket design, poster design and other promotional material.
- Brand Guidelines - Promotional Material (Posters / Potcards) - Tickers & Guides - Wayfinding - Web Presence
01/08
Sam Lane
Extended Practice
OUGD603
Wigan Little Theatre
Brandmark
Tagline & Typography
The Primary Brandmark has been derived from the original logo of the Theatre, which the the shape of the Building. The shapes that make up the building are split up and moved around to make the three unique letterforms ‘WLT’, giving it a brand new image, from something old.
A Slogan has been created to help the brand of the theatre gain more recognition. This plays on the fact that althought the theatre is small, it still packs a punch. Minion Pro is the corperate typeface that will be used on all promotional material. A mixture of weights will be used with the addition of Italics to emphasise certain areas.
Brandmark Adaptation
Image Treatment
The Brandmark is adaptable and constantly changing. A Simplfied version of the original logo has been created from the same shapes and for digital platforms, the logo dynamically changes from the letterforms to the building depending on the context which ultimatly bridges the gap between new and old.
The colour Scheme is split into three groups of dark and light tones of a wide range of colours. These complimetorary colours will be the basis of the brand and will work together and sepertaly for branding and promotional material to help bring a playful, contemporary feel to something that is otherwise seen as traditional.
02/08
Little Theatre. Big Impact.
02
Brand Guidelines
Sam Lane
03
Extended Practice
Brand Application
OUGD603
Wigan Little Theatre
Business Cards
Building Blocks
The Triplex Business Cards add a touch of quality to the theatre’s presence whilst also keeping the vibrant brand colour scheme. The full colour range has been applied to bring variety within appeareance. The front is die cut with the middle layer in the triplex being a vibrant stock showing through.
The Brand System is built upon a series of interchangable shapes which have been derived from the original brandmark. These shapes are what we call the ‘Brand Toolkit’. These components are the brands building blocks, and are always used at the heart of any internal or external campaign. The blocks we’re created physically and photographed for promotional purposes, through print and online.
03/08
Sam Lane
05
Extended Practice
External Promotion
OUGD603
Wigan Little Theatre
04/08
The Shape System
Shakepearean Quotes
The Brand System is versatile in order to be used for internal and external promotional campaigns. When paired with the colour scheme, the shapes make up the new Brand. The shapes are used decorativly in this particular example (bottom left) with the shapes being manipulated to create the skull of Shakpeare’s ‘Hamlet’.
My initial concept focussed on using a mixture of classical shakespearean quotes along side, more up to date northern slang that realtes directly to the region of Wigan and the North West surroufding areas. Here are some examples of the printed postcards using Shakespearean Quotes to sell particular events at the theatre. For example, the ‘Listen to many, Speak to a Few’ Quote is used to promote Lectures and Talks at the Theatre.
Sam Lane
04
Extended Practice
Promotional Material
OUGD603
Wigan Little Theatre
Listings / Guide
Brand System (Photography)
A simple fold out listings leaflet come poster will be used for upcoming listings. This could be easily picked up and taken away from the theatre. The leaflet is folded down to A6, meaning it could be carried away as a leaflet. It folds out so that the information is in an easy to digest grid to see what’s going on, and this can turn into a poster which could be pinned to a wall or notice board for easy reference. A small Listings brocuhure has also been created.
Sometimes, the shapes cannot be used as part of the brand system, and photographic imagery takes its place. Here are some examples of this promoting Comedians at the Theatre. You can see how the brand is still consistant. The logo sit’s in the top bar and the image fills the section below. This creates an easily usable template for future events.
05/08
Sam Lane
04
Extended Practice
Merchandise
OUGD603
Wigan Little Theatre
Tickets & Badges
T-Shirts & Totes
Tickets have been create that have a perforeated edge. To help keep costs down, The date isn’t printed on the tickets, and instead a stamp is used, along with a stamp of the brandmark, to avoid any possible wastage of tickets. Badges have been printed with the slogan and brandmark, showing the variety within the colour scheme.
Further merchandise is proposed to be available in the ‘Little Store’ which is located inside the theatre itself. These would be in the form of T-shirts and Totes which would help promote the brand on the road.
06/08
Sam Lane
06
Extended Practice
External & Internal Visuals
OUGD603
Wigan Little Theatre
Event Promotion
Wayfinding
Specific event will be promoted externally as well as internally. These proposals show how the posters can change format to fit banners which hang in the Town as well as a large scale material banner which is attatched to the side of the Theatre itself.
Wayfinding has been proposed to be used inside the theatre itself. Each section holding it’s very own colour, within the brand guidelines. Patterns will be printed using these specific colours along with signage to make navigation easier.
07/08
Sam Lane
07
Extended Practice
Web Presence
OUGD603
Wigan Little Theatre
Multiple Platforms
Brand Consistancy
The brand transfers seamlessly into digital with a responsive website that runs across multiple platforms with ease. The website runs on a simple grid format which shows the navigation bar sitting at the top of the page and a full bleed image / text system, which moves continuously.
The images always use the colour scheme, if they are illustrative or photographic and this is what keeps the brand consistancy from print into digital.
08/08