Venture 3 has begun research into the brand positioning of London’s Hampstead Theatre, as part of a wider rebranding exercise.
The group is revamping the theatre’s visual identity, signage, marketing literature, stationery, programmes and brochures.
‘It’s time Hampstead Theatre got its own international reputation and has the confidence to stand for the plays it produces. We are creating the design brief at the moment, after which we will implement it across all manifestations,’ says Venture 3 partner Michael Zur-Szpiro.
‘We will look at how the theatre fits into the UK and international theatre scene and how it expresses its role as an engine for new plays. We want to address the theatre’s strong educational and experimental role, as well as the social aspect that the public spaces in the new building will bring,’ he adds.
The work will launch in June. No consultancy has been appointed to redesign the theatre’s website.
Hampstead Theatre will move to a new location, 50m north of its existing site, towards the end of the year. The £15.6m development will be the first standalone producing theatre to be built since the National Theatre in 1976. It will feature a 325-seat auditorium, cafÃ©, bar and a large educational studio.
Venture 3, which was appointed two weeks ago, won the branding project following a five-way strategic pitch.