Brief 01 _ Submission Boards

Sam Lane

Extended Practice

OUGD603

Wigan Little Theatre Re-brand

Background

Target Audience / Tone of Voice

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 massive 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.

Brief Outline

Colour Scheme

Brand Imagery

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.

The colour scheme will be bold to go along with the re-imagining of the theatre. I have used 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 Wcolour rather than ink.

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.

01 / 09

Sam Lane

Extended Practice

01

OUGD603

03

Wigan Little Theatre

Little Theatre.

Big Impact.

02 / 09

05

06 02

04

Minion Pro Minion Pro Bold Minion Pro Italic Minion Pro Italic Bold

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The Primary Logo 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.

The Logo 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

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A Slogan has been created to help the brand of the theatre gain for recognition. This plays on the fact that the theatre is small, but packs a puch.

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The colour Scheme is split into three groups of dark and light tones of a similar colour. The first of these is a dark green and mint green colour

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Minion Pro is the corperate typeface that will be used on all promotional material. A mixture of weights with the addition of Italics to emphasise certain areas.

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The Second of these is a dark red and pink colour and the last orange and yellow. These complimetorary colours will be the basis of the brand and will work together and sepertaly for branding and promotional material.

Sam Lane

Extended Practice

OUGD603

Wigan Little Theatre

Triplex Die Cut Business Cards

Stamped 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 range of business cards are again triplex printed, this time reversed, with the coloured stock on the outside and the black stock in the middle section. The information printed on the back, and then the front stamped using the rubber stamp, which will be used on a lot of the printed collateral to add a touch of personality and tradition to the theatre.

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 and targeted appropriatly.

03 / 09

Sam Lane

Extended Practice

OUGD603

Wigan Little Theatre

Spot Colour Vinyl Posters

Shakepearean Quotes

Shakepearean Plays (Illustrations)

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 will hopefully be used as promotion of the theatre and by using classical lines from Shakepearean plays, grab attention. Bringing something quite traditional and ‘boring’ to a lot of people. into the modern age.

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 sellparticular 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.

I wanted the shapes of the logo to be constantly adaptable and thats why I used the shapes and patterned them up to create more illustrations within a precise grid. These are to 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.

04 / 09

Sam Lane

Extended Practice

OUGD603

Other Promo 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 the left and the stroke to seperate the information from the artwork. This will be used consistantly on all promotional material, along with the logo and colour scheme, to keep a very consistant and bold brand constantly.

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 easy reference.

Wigan Little Theatre

The black print and coloured stock consistant theme is carried throughout all promo material, as is the dialogue which is at the heart of the campaign. Wigan dialect is used as the leaflet is unfolded “Ey Up, What’s going on”.

05 / 09

Sam Lane

Extended Practice

OUGD603

Tickets

Ey Up! Invites

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 applied 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 full stack of tickets.

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.

Wigan Little Theatre

Feedback Forms

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 and audience participitation.

06 / 09

Sam Lane

Extended Practice

OUGD603

Wooden Block Logo

Further Promotion.

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 both in print 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 Theatre’ shop. I also mocked this up on other potential products like the tote bag.

Wigan Little Theatre

Feedback Forms

I tried to bring the brand to life across staff uniform too.

These bold t-shirts will instantly re-inforce the brand, with the logo and slogan emblazened on them. The bold colour is integral to the brand, which is why each colour can be used quite dramatically to stand out.

07 / 09

Sam Lane

Extended Practice

OUGD603

External Promotion

Wayfinding

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.

Wigan Little Theatre

Web

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.

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