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