Hampstead Theatre

Rebranding one of London’s leading producing theatres

Brand strategy
Brand identity
Brand assets
Brand guidelines
Signage and wayfinding
Art direction

Client

Hampstead Theatre is one of London’s most vibrant theatres, maintaining its reputation and commitment to new and emerging writers with an illustrious history of playwrights including Harold Pinter, Mike Leigh, Michael Frayn and Abi Morgan.

Brief

Hampstead Theatre recognised the need to evolve its brand and were keen to retain the heritage of the theatre, whilst revitalising it to engage with new audiences. Following its 50th anniversary, and Artistic Director Ed Hall’s appointment, Hampstead Theatre asked Rose to help transform their brand to reflect its rightful place as one of the flagship theatres in the UK, committed to nurturing writing talent and enticing new, more diverse audiences, including young writers and creatives.

Solution

Rose advised Hampstead Theatre to be more confident in differentiating itself from the competition in a bid to build greater brand recognition with audiences. With a history of supporting, developing and producing the work of new and emerging writers, it seemed fitting to introduce a distinctive typeface as one of the key visual assets for the brand. Rose also recommended using illustration for marketing productions, to help differentiate the brand further and reflect more of what makes the theatre special. Rose created the Hampstead Theatre logotype, with a confident marque reflecting the proportions and architecture of the building, to stand out in the busy urban environment the theatre sits within.

Result

The bold and distinctive brand identity optimised visibility and recognition in marketing and advertising media and platforms across London. In the first year of the new brand, Hampstead Theatre saw attendances increase 16% on the previous year. Of those purchasing tickets for the Main Stage, 11% were visiting for the first time, with more than 50% of those purchasing tickets for the Downstairs space being first time bookers¹.

¹ Hampstead Theatre Limited, Report and Financial Statements