As the curtain rises on a new era at the revamped Leeds Playhouse, branding specialist 10 Associates has created an eye-catching, revitalised design for the theatre’s autumn/winter brochure.
Collaborating with the playhouse for the first time, West Yorkshire-based 10 was awarded the brief to create the new season brochure. The 44-page, full colour document reflects the universal appeal and dynamism of the playhouse, which is currently undergoing a £15.8m transformation.
Featuring an artist’s impression of the new façade on the cover, the brochure explores fresh elements of the existing branding, embracing key facets such as dynamism and inclusivity.
Details of each performance are included, showcasing the individual appeal of each show while remaining faithful to overall brand guidelines. Designed to engage both new and existing audiences, the document needed enduring appeal, as it spans an entire season.
The completed brochure has been adopted as a framework for future publications; just released, it is available both in print and to download from the playhouse website.
The playhouse will reopen in October after undergoing a major 15-month capital redevelopment to improve access into and throughout the building; the opening of the Bramall Rock Void, a new third performance space within the foundations of the theatre; enhanced financial and environmental sustainability; and a striking new city-facing entrance. Included in the plans are a new restaurant and bar, family-friendly facilities and improved wheelchair access.
Entirely transformed, Leeds Playhouse will be a cultural landmark for the city. A full season of productions will take place across three creative spaces, providing the city with a new home for audiences and artists who want to participate in world class theatre.
10’s Design Director Michael Freemantle said that a fresh, visually impactful and engaging design had been needed that celebrated the energy and inclusivity of the theatre. “We’d always wanted to get involved with the playhouse and when two creative industries work together, the result is something extremely special,” he added.
10 Associates has offices at Wheatley Park in Mirfield and the Stanley Building, near St Pancras Station in London, and boasts an impressive portfolio including household names such as online retailers AO and Halfords, and manufacturers including the Portmeirion Group, Graham & Brown, John Horsfall and A-SAFE.
Established in 2004, 10 Associates has helped hundreds of businesses reach brand achievement, through its celebrated Brandschool® programme by designing brand identities and building brand strategies from development through to activation.