The re-brand for the Theatres’ membership scheme needed to appeal to a new, younger audience, while at the same time not alienating their existing members of which a very high percentage were 60 years old and above. It was also clear from our initial meeting that they were keen to incorporate elements of their 119-year heritage somehow.
After I developed and presented, the 3 different visual routes that the White Rose Membership could take, it was evident that they were keen to show off the history of the Theatre and the building itself. This was a big selling point for the Theatre and was something that helped them stand out against their competition, so, I took our inspiration from the building itself, with its many unique features.
Having worked with Richard at Rebus in the past on various design projects, we asked him to help us develop a new identity for our membership scheme. He worked with us to understand what we were looking for and presented three great options, any of which would have worked! The one we chose was particularly clever as they managed to use shapes from the ceiling patterns in our grade 2 listed building to create a contemporary design that reflects the treasured heritage of our theatre, which perfectly appealed to our community.
For the White Rose Memberships new logo and visual identity, I took my inspiration from the building itself, with its many unique features.
The goal for the White Rose Membership was to develop a traditional-looking identity, but with a modern feel. To help us achieve this, I drew our inspiration from the buildings architectural and historical features which struck a chord with the existing members, I then paired these elements with contemporary imagery and layouts to help the new visual identity appeal to a much younger audience.