Case Study – Belvoir Theatre The original brand 1997 – 2010 … · Case Study – Belvoir...
Transcript of Case Study – Belvoir Theatre The original brand 1997 – 2010 … · Case Study – Belvoir...
Case Study – Belvoir Theatre The original brand 1997 – 2010
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2010
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Alphabet Studio have worked closely with Belvoir Theatre for the past 10 years. Under Tims creative direction, the brand strength and endurance is testimony to a strong commitment to a signature style which is unique and potent and owned by Belvoir. In 2010 Neil Armfield stood down from his coverted position of Artistic Director. Ralph Myers is the new Artistic Director. With this change of the guard, a re brand was deemed necessary to introduce a new direction for the Company. Alphabet were invited to pitch for the contract along with three other studios from Both Sydney and Melbourne. Alphabet were successful in securing the contract and began work on the rebrand of Belvoir Theatre for 2011. Please see examples on following page.
alphabet’s objectives
– Resolve the key requirements of the brief: Bold, Simple, Fresh, Unpretentious, Arresting
– Review brand position
– Define new Artistic direction
– Maintain existing patron loyalty
– Create unique memorable graphic mark and brand language
– Ensure assets are flexible to support dynamic product
Belvoir is now experiencing one its most successful new and renewed subscription uptakes in the history of the theatre.
Case Study – Belvoir Theatre The new brand 2010-2011
The Wild Duck12 February – 27 March UPSTAIRS THEATRE
Jack charles v the crown30 March – 17 april UPSTAIRS THEATRE
cut7 april – 1 May DownSTAIRS THEATRE
The business23 april – 29 May UPSTAIRS THEATRE
The Kiss12 May – 5 June DownSTAIRS THEATRE
The Seagull4 June – 17 July UPSTAIRS THEATRE
neighbourhood Watch23 July – 28 auguST UPSTAIRS THEATRE
Windmill baby28 July – 21 auguST DownSTAIRS THEATRE
human interest Story31 auguST – 18 SepTeMber UPSTAIRS THEATRE
and They called him Mr glamour15 SepTeMber – 9 OcTOber DownSTAIRS THEATRE
Summer of the Seventeenth Doll24 SepTeMber – 13 nOveMber UPSTAIRS THEATRE
The Dark room3 – 27 nOveMber DownSTAIRS THEATRE
as you like it19 nOveMber – 24 DeceMber UPSTAIRS THEATRE
belvoir 2011
Case Study – Belvoir Theatre 2011 Season Book and collateral
This is a king.
2011 season launches september 15belvoir.com.au
This is a forest.
2011 season launches september 15belvoir.com.au
This is a horse.
2011 season launches september 15belvoir.com.au
Case Study – Belvoir Theatre 2011 Campaign posters
How could you think I wasn’t going to find out?
Each night I sleep and it begins again
Burglary. Drugs. Acting.
She let me do everything – except kiss her
Your generation, you do love your breakdowns.
Case Study – Belvoir Theatre Marketing material for individual productions - postcard series
I do think there ought to be love in a play