Lane.
Wigan Little Theatre
Branding & Promotion
Background
Target Audience / TOV
Logo Evolution
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 with 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 mssive variety in performnces. They often tend to be families though, including children which needs to be considered.
The original logo had to be evolved in some way to create the new brand. I finally settled on creating a more simplified version of the ‘house’ then using the shapes of this to form the ltterforms of the new brand. These shapes will be key to the story of the brand, and will consistantly be re-used throughout promotional material.
Brand Imagery
Colour Scheme
Imagery to be used within the brand will be a mixture of typograpy, photography and illustration and this will change depending on what event is being held at the theatre. The imagery will always stem back to the initial logo, to tie in with the brand.
The colour scheme will be bold to go along with the reimagining of the theatre. I aim to use 6 seperate colours to add life to the campaign, along with the print colour of white and black. This will keep cost down for the theatre to put into larger scale production by using stock as the main source of colour rather than ink.
Brief Outline 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 promotional material.
01/07
Lane.
Wigan Little Theatre
Branding & Promotion
Die Cut Triplex Business Cards
Stampes Triplex Business Cards
Comp Slips/Letterheads
The Triplex Business Cards add a touch of quality to the theatre’s presence whilst also keeping the vibrant brand colour scheme. I applied the full colour range to bring variety within appeareance. The front is die cut with the middle layer in the triplex being a vibrant stock showing through.
The second lot of business cards are again triplex printed, this time reversed, with the coloured stock on the outside and the black stock in the middle. The information printed on the back, and then the front stamped using the rubber stamp.
The Compliment slips and Letterheads are printed using the variety of brand colours, but are easy enough to produce on a larger scale if needed. I also proposed to use the brand colours within the envelopes of all printed material that is sent out. That way, it will help re-inforce the brand wherever it is seen, and eventually, the colours will also become the brand if used correctly.
02/07
Lane.
Wigan Little Theatre
Branding & Promotion
Spot Colour Vinyl Posters
Shakespearean Quotes
Shakespeare Plays
I used white vinyl to create a vibrant white spot colour on top of the coloured GFSmith stock I was working with. These bold typographic based posters are perfect for promotion of the theatre. Using classical lines from Shakepearean plays to grab attention.
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. Here ar some examples of the printed postcards using Shakespearean Quotes to sell events at the theatre.
I used the shapes used to create the logo and patterned them up to create more illustrations within a grid. These will be used for promotion of some classical Shakespearean plays. For example, the middle illustration is a king with a sword to represent Macbeth and the skull on the right represents Hamlet.
03/07
Lane.
Wigan Little Theatre
Promotional Material
Listings S/S 2014
Photography will be used within promotion of guest speakers and comedy nights at the theatre. I used this strict grid to drop information into, with the logo top right, information on teh left and the stroke to seperate the information from the artwork.
I created a simple fold out listings leaflet come poster which 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 reference.
Branding & Promotion
04/07
Lane.
Wigan Little Theatre
Branding & Promotion
Tickets & Stamp
Promotional Material
Feedback Forms
The Invitations for the re-opening of the theatre are quite unique. I wanted to add tactility to the invitation which is going to make people want to open it up, in the middle of all the junk mail. I carried the copy through to be used on the front of the invite. The ‘Ey up!’ is deliberately not giving any information of who or where the invite may be from, but again this will hopefully add to the interaction. and suspense. the middle section of the invite is perforated and when pulled open, the relevant information is revealed.
An Idea I had was to hand out Feedback forms at the theatre which can be pinned onto a large board in the reception. Every peson leaving the theatre will be given the chance to give physical feedback, and this will help keep the theatre a fan favourite, through constant evaluation.
The Tickets carry the same format, colour scheme and gerneal style. They are failrly simple as they need to contain important information in certain parts. The good part about the tickets is that there are not dates printed on them. This can be manually done along with the personal stamp, to add a touch of originality and uniqienesss to the product. Having no date printed, means that costs will be saved in the long run, as they only need to print what’s needed for the night, from a stack of tickets.
05/07
Lane.
Wigan Little Theatre
Wooden Blocks
Promotional Products
The idea of the logo transforming from the house to the letterforms and being made up of these ‘shapes’ was integral to the brand. I created the letters in woodblock, using the lasercutter to bring a physical edge to this idea. People can interact with the brand and this was photographed for use in promotional material and online.
I created various products that could help promote the theate, using the logo and the slogan “Little Theatre, Big Impact.” This was applied across badges and material that could be sold in the little shop. I also mocked this up on other potential products like the tote bag.
Branding & Promotion
Staff I tried to bring the brand to life across staff uniform too. These bold t-shirts will instantly re-inforce the brand, with the log and slogan emblazened too.
06/07
Lane.
Wigan Little Theatre
Branding & Promotion
External Promotion
Wayfinding
Web
I created mock-ups of the promotional material in context, so that the brand could start to be put to life in a real working environment.
The wayfinding uses elements of the brand, like the typography, to make sure it’s consistant throughout. This is planned to be lasercut and mounted to create a 3D signage system for the theatre.
The brand is transfered to web quite easily. The navigation i created using the same template as before in the printed material. The navigation bar (information) at the top, along with the right aligneded logo remains consistant and the imagery and colour constantly changes behind the links and copy.
07/07