Capital Theatres present world-class shows to entertain and inspire audiences of all ages on the stages of their three theatres in Edinburgh. The Festival Theatre, King’s Theatre and Studio Theatre, collectively host over 700 performances each year, with a broad and inclusive programme featuring the very best in drama, dance, musical theatre, opera, family shows, live music, comedy, and pantomime. Capital Theatres are also Scotland’s largest theatre charity.
The Festival Theatre and King’s Theatre are two of Scotland’s largest, oldest, and most respected theatres. Many people in Edinburgh and the surrounding areas have grown up knowing and visiting both theatres. However, the theatres had only been brought together to be managed by Capital Theatres in recent years, and research had discovered public awareness of Capital Theatres itself, was low and the relationship confusing. So further to an extensive research and brand strategy process, Capital Theatres asked Rose to create a new brand identity that would help achieve greater recognition for Capital Theatres, whilst providing a clear link to each of the three theatres it manages. They also wanted the new brand to help affirm them as Scotland’s most loved theatres, sharing their extraordinary live experiences with audiences, time and again.
Research and brand strategy: MHM
Website: Cog
Tone of voice: Jim Davies
Evolving one the UK’s most respected regional theatres
Creating a family of theatres