REGGIE LONDON SERVICES
Leeds Playhouse One of the North's greatest producing theatres.
Brief Rebrand West Yorkshire Playhouse incorporating its inclusive and diverse outlook.
As the world renowned West Yorkshire Playhouse changed its name and embarked on a two year £15M extension and redevelopment, Reggie London was commissioned to handle the re-naming and rebrand.
Embracing its fifty year history, the visual identity was created using a condensed sans font in a style referencing the Playhouse’s 1960s origins.
The words 'Leeds Play House' are stacked to allow the ‘A’ of ‘PLAY’ to form a spotlight which highlights the word ‘us’ derived from ‘HOUSE’.
The ‘us’ concept represents the reach of the playhouse into the community of Leeds and its inclusive open-door approach welcoming people regardless of age, circumstance or background. This brand ethos was represented in the brand film created by the Reggie London team.
Using a colour palette inspired by David Hockney's paintings of Yorkshire, the ‘us’ theme extends across the brand, replacing the need for a strapline with the use of positive words containing ‘us’ such as; ‘Inclusive’, ‘Audacious, ‘Illustrious’ etc. These words appear boldly across printed collateral and social media in conjunction with a simple graphic spotlight device derived from the logo.
Working to a tight schedule the entire process was turned around from strategy to implementation on time and on budget.
The rebrand was well received in the community of Leeds and positively reviewed in national and regional press.
The rebrand campaign has won:
Silver Award at the Cannes Corporate Film & TV Festival
Gold Award at The Corporate Content Awards
Nomination for Best Brand Building at the Chartered Institute of Marketing
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