By the mid 2000’s, Oxford Playhouse’ identity was suffering from a mismatch of its rather formal and outdated style with the dynamism and energy of both its management team and its lively programming. Our re-branding program began with a conscious decision to avoid rigid guidelines and to develop an identity that could be played with, so it would be constantly fresh, surprising and changing.
The new identity, with a powerful, contemporary mark at its core, was applied to programme literature, exterior and interior graphics, website, uniforms and more. It quickly proved that it had the flexibility to change mood and tone as easily as the Playhouse moves from Chekhov to Charleys’ Aunt.
Ticket sales in the first year following the re-branding increased by 37%. The Playhouse core branding has stood the test of time, remaining little changed over a decade on.