With over 80 years of history in dance and drama education, and an iconic arts venue in St Kilda, the National Theatre has a wide and varied audience. It needed a rebrand to convey it's energy and personality.
Thirst was engaged in partnership with Knack Marketing & Design to rebrand The National Theatre. We presented a range of logo concepts that retained some traditional elements via typography choices, but developed an overall logo style that felt contemporary.
Thirst designed a full spread of stationery and a range of marketing materials including the 2016 Season Brochure. This is the first time The National Theatre has released a comprehensive, full season brochure.
The branding challenge for the marketing materials is that the National Theatre showcases a broad variety of performances. Each of these performances has it’s own style and personality and can range from traditional ballet, to hip hop, musical performances or plays.
We developed a Style Guide with a performance branding section for The National Theatre. The guidelines allow for a consistent yet flexible approach to their visual communications.
The logo colour changes to match the performance. The brand font is used where suitable, but alternatively performance-specific typography can be used where this is integral to the shows own branding.
The outcome is a flexible and very clean brand that will help The National Theatre raise awareness and recognition within the arts community.