New West Yorkshire Playhouse identity takes centre-stage

West Yorkshire Playhouse has a new look created by Chilli UK, which has helped position the Leeds theatre as “the home for storytelling” and “vital theatre”.

The consultancy came through a five-way pitch in March according to Chilli managing director David Whittle, who says the task was to capture the spirit of the WYP and align a new brand with its new business plan, to make “the home for storytelling”.

Although this phrase does not appear across communications, “Discover vital theatre” does, and Whittle says the tone of voice is a big part of the brand. Other phrases used in communications include, “The magic is in the telling” and “theatre at the heart of the city”.

Whittle says: “It was vital that the brand review really captured how the WYP enriches the lives of so many people.”

Chilli wanted the brand to show that the WYP is a “beacon of theatre for the North” and this has been picked up in the identity, which identifies the “O” of Playhouse as a beacon, according to Whittle.

A brochure, stationery and posters have all been created in time to include new season information.